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Sponsorship in Sport: A Waste of Space?
Other current features of sports sponsorship
The English Football League changed its rules this season (2004-05) permitting secondary shirt advertising, so that the reverse of players' shirts and shorts can be used to display sponsors' logos.
The Football League and DIY retailer Wickes, announced a seven figure, three-year deal in 2005 to become the Official Home Improvement Partner of the Football League Championship. This is believed to be only the first in a planned series of similar partnership agreements. Wickes will be able to place advertising at every Championship club's ground.