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Ironically, Kettering Town couldn’t find a willing sponsor that season.Quick on the uptake, Hibernian of Edinburgh became the first British top-flight team to wear sponsors on their shirts for the 1977/78 season. ‘Bukta’, the Greater Manchester-based sportswear company, produced, adorned and supplied the green and white shirts, which incidentally were being worn by a certain George Best at the time.South of the border, a dispute between the Football League and the television companies was halting progress. The TV companies, namely the BBC and ITV, were refusing to show highlights of any teams who wore shirt sponsors. In 1979 Liverpool cashed in on their appeal by signing a £100,000 two-year deal with Hitachi, the Japanese electrical company. Written into the contract were clauses that the shirts couldn’t be worn in European competitions, or any live televised domestic games.iding with the TV companies in opposing shirt sponsorship, many chairmen and football folk in varying positions of authority were concerned that extra logos and names on their clubs shirt would deter from the traditional commitment to club colours. Arsenal’s then chairman, Peter Hill-Wood stated, “‘I was against advertising and sponsorship more than anyone. I felt we would be losing a little bit of our identity but I have been persuaded the other way.” A £500,000 deal with another Japanese electrical company, JVC, over three seasons went a long way to win over Hill-Wood.
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Compared to teams on the cotinent though, Britain was already lagging behind.In a global sense, Uruguayan club Penarol are widely considered to be the entrepreneurs in the field as far back as the fifties. Though details of exactly how they raised funds through shirt-based advertising are somewhat hazy. In Europe a decade later, Austria and Denmark were the first countries to make shirt sponsorship legal. By the time the seventies rolled around, a number of German clubs were bending the rules and regulations while experimenting with the idea of shirt sponsorship.
