‘Save our Shirts’ campaign certainly did not go well with Huddersfield Town as it has cost them around £50000 and a warning from the Football Association. The FA has issued the warning and imposed a penalty for violating the sponsorship law as per the regulation. The Paddy Power sponsorship stunt went wrong with the club.
On July 17, Huddersfield Town and Paddy Power, a brand owned by Flutter Entertainment announced a deal. This was the first instance of sports sponsorship for the betting operator. The very next thing that happed was a kit, a strip for 2019-20 season, and Paddy Power brand was sash across the front of the kit. The kit was unveiled with much appreciation and even the team don the kit during a friendly match against Rochdale AFC. But, this was a pure PR Stunt. The original kit of Huddersfield Town has no logo of the sponsor. It was only to promote the ‘Save our Shirt’ campaign.
It is a campaign that the English Clubs has started by which the betting operators will not sponsor the team’s shirt. Paddy Power has signed the commercial deal with many clubs such as Southend United, Macclesfield Town, Scottish Premier League club Motherwell other than Huddersfield Town where they have to forgo the rights of the shirt. The front of the shirt will be free of any logo.
Well, all these campaigns and PR stunt didn’t really convince the FA. Football Association said that the friendly match kit was misconduct as per FA Regulation C.2 (i). The regulation says that sponsor logo is only allowed at the front provided it remains under 200 square centimeters.
However, Huddersfield Town now has to bear the penalty for violating the term.