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Paddy Power puts 'modern twist' on shirt sponsorships

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UK bookmaker Paddy Power has unveiled the designs of its first football club shirt sponsorship  – for Huddersfield Town FC – with its name presented in an oversized sash.

In what the brand is calling a “modern twist” on traditional shirt designs, the betting company has gone all out with its branding. In fact, given the letters are so overbearing and Paddy Powers' reputation for tongue-in-cheek marketing, you’d be forgiven for thinking it was a marketing stunt.

Shirt sponsors traditionally appear in proportion in the middle of jerseys but Huddersfield's new home shirt for the 2019/20 season noticeablly follows its own formula. The shirt, which features the club’s traditional blue and white stripes and a diagonal sash with Paddy Power's logo from hip to shoulder, will be worn tonight in a pre-season friendly.

However, fans won't be able to get their hands on the kit until Saturday 20 July, further suggesting this is a hoax from the club and company. A press release states it will be available at Huddersfield’s retail outlets as well as at htafcmegastore.com.

 

 

“We’re delighted to work with Huddersfield Town on this bold new kit design. As a brand which embraces doing things differently, we didn’t want to get into shirt sponsorship just to do the same as everyone else," said a spokesman for Paddy Power.

"We feel the diagonal design will be the most distinctive sponsor logo in the Football League – appropriate for the most distinctive sponsor there is. We’re sure Huddersfield fans will be delighted with this season’s kit.”

Huddersfield’s kits are made by sports brand Umbro, but the Paddy Power design is the most striking thing about the shirt. Fans have compared the design to resembling a Miss World competition sash.

“The kit launch is a big day for many supporters who are keen to see what the team will be running out in during the coming season,” said Huddersfield Town’s commercial director Sean Jarvis.

“We’ve gone for a really modern twist on how we feature the famous Paddy Power logo. Paddy Power is a very forward-thinking, innovative company – that’s one of the main reasons we’re so excited to work with them – the new ‘sash’ style logo is really eye-catching and helps maintain our reputation as being innovators too.”

Hit or miss? Let us know what you think of the design in the comments below...

 

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