Kit Conspiracy
So, the major announcement
at Turf Moor on 12th June 2001 concerned details of a new shirt sponsorship deal. The
organisation involved is Lanway Corporate Business Systems. They are a local company who
deal in computers, and supplying I.T. services and equipment. The sum involved is believed
to be in the region of £150,000+. This is good news, as any extra revenue is to be
welcomed. It goes without saying that this is the highest sponsorship deal we have ever
had.
Speculation was rife as to what the announcement
was to be. I was hoping that we had signed one or two new players under 24 for record
fees, although we shouldn't really expect any signings until July. Perhaps Stan was
standing down due to ill-health, and his successor was to be named? Was it to be an
announcement about relocation of the cricket club, or news about Gawthorpe? The Lancashire
Evening Telegraph poster spoke of "Record deal for Clarets." Had we signed for
Chemikal Underground records? Or Domino? What was our follow up single to 1994's 'We are
Burnley'? Unfortunately it was none of these.
What I am uneasy about is our new kit. Don't get
me wrong. It looks great. The only difference to last year's (apart from the sponsor, of
course) is the collar and cuffs: claret and blue rather than just blue. The description of
the away kit - white with claret and blue trim - is also good, and I am sure will look
great, in fact exactly how our away kit should be. It's just that for the past five years
we've had at least two new kits per season. Of course we had three last year, including
the yellow kit we wore at Nottingham Forest.
Remember under waddle in 1997/98? We had the
frankly awful claret and blue quarters. The away kit was white, blue and black, with the
club badge in the middle of the shirt. Stan's first season in charge saw us wearing a very
dark claret shirt with a blue and predominantly white collar, three white stripes across
the middle, and P3 computers proudly emblazoned in bold print. The away shirt was yellow
and blue. 1999/00 saw a change of strip once more, justified by the fact that we were
changing shirt manufacturers. The claret and blue were much lighter, and Burnley football
club was highlighted numerous times on the shirt. Away from home we wore a white shirt
with claret and blue trims, and light blue shorts. As previously mentioned, that's my
favourite away kit. A popular view with most supporters, I suspect. I say this with some
confidence, because the club ran a competition for fans to choose the away kit from four
drawings, and the white shirt won by a landslide. Indeed, we wore the white kit on that
famous day at Scunthorpe just over 12 months ago. The club then changed again last season.
We all loved the new kit, as near as possible to the 1962 Cup Final shirt. It was a pity
about the away kit. Couldn't we have a white one with a round collar in claret and blue?
After all the fans had endorsed it as the popular colour only 12 months earlier. As it
was, we got a blue shirt with claret flash, and claret V neck collar. Strange really to
have two different designs. I suppose the euphoria of promotion reduces the risk of
criticism or backlash.
Now we have two more new kits. Apparently we
sold 10,000 shirts last season. Adult shirts cost £39.99. The marketing forces at Turf
Moor will no doubt predict similar sales this season, but wasn't there a practice
direction that teams only change their kit every two seasons? I think this was aimed at
Manchester Utd. Wasn't there an enquiry which criticised teams for exploiting their fans?
I know the answer is simple: if you're not happy with it then don't buy one. Of course,
it's not quite as simple as that is it. We can't go on the match wearing last year's
model; football has been a fashion show for some time. Then there are the kids who will
keep on nagging for one. Still, it can be worn regularly so I suppose you'll get you
money's worth. Personally I would be happy with one kit changing each year and one
remaining. I know not every team changes as often as we do. Even though Ipswich were
promoted to the Premiership last season they kept the same strip. A prime opportunity to
make a killing missed, or loyalty shown to fans who would be shelling out more for
Premiership football? I suspect we wouldn't miss out on such an opportunity, or am I just
being cynical? What I'm trying to say (I think) is 10,000 people will probably buy the
shirt even though it's money they can't really afford, with increased season ticket
prices, Clarets Foundation, Claret and Blue Bond, giving a "loan" of £100 for
the Gawthorpe Appeal, etc. No doubt programme prices will increase; pies, crisps and beer
also. If the club are doing well people will be reasonably content, but if times are
difficult, then…
Becko
June 2001
More from the archives on sponsors and shirts.
As with all articles on the site, the
views expressed in the comments section are those of the individual contributor, and do
not necessarily reflect the view of the Burnley FC London Supporters Club
