Npower Championship side Middlesbrough has decided to offer front of shirt sponsor packages on a unique monthly basis for the 2010/11 season after turning down sponsorship offers that did not meet expectations.
With this innovative approach, called Tailored for You, Boro hope to make shirt sponsorship accessible to a greater number of brands. It will also allow companies to promote themselves for specific marketing campaigns.
Fans will be able to purchase replica shirts without a sponsor’s logo, with the option of having the club’s monthly sponsor’s logo added to their shirt.
Explaining their new approach to sponsorship Boro’s chief operating officer Neil Bausor said: "We have been fortunate at Middlesbrough Football Club to have attracted and worked with a fantastic array of successful, diverse and ambitious companies in our recent past.
"For some months now we have also been proactively engaged with numerous organisations for the club's front of shirt sponsorship rights from the start of the new season.
"Those conversations have ultimately not progressed to a satisfactory conclusion for us, and whilst it is important to recognise we are in a turbulent economic climate, I must also protect the best interests of the club commercially."
Matt Smith, head of commercial partnerships, is also looking forward to the new strategy he added: "We're all genuinely excited in taking this new approach to the market. Sponsorship in football is long established now but this will definitely offer something different.
"It is easy for companies to recognise the immediate value this package can bring from a brand awareness position but what we are really keen to develop is the bespoke aspect.
"For the first time we'll offer an exclusive group of companies an opportunity to become an integral part of the club; we'll get them close to the action, the players and all the excitement that football offers.
"This is a chance to play a high-profile part in Boro's history by being involved in the club's forthcoming promotion push."