Referees book But shirt deal

Ross Tieman12 April 2012

FRENCH retail chain But, owned by UK stores group Kingfisher, has stirred a hornet's nest with a deal to put its logo on the shirts of referees in the French football league.

Communist Sports Minister Marie-George Buffet is outraged at what he sees as a fresh intrusion of capitalism into the workers' recreation.

But behind the lather lies a problem which the deal seeks to redress. According to the Federation Francaise de Football and the Ligue Nationale de Football, which supervise the 35,000 games played in the country each week, there are not enough referees.

The sponsorship deal with But is part of a three-year plan to double France's 25,000 registered referees through a programme of recruitment, training and improved remuneration.

How much the retailer is investing in exchange for its hours of TV exposure, or how much of its cash will wind up in the pockets of the people who keep the peace on the field, has, however, not been revealed.

The partnership, as But calls it, includes promotions by the group's 230 furniture and electrical goods stores to encourage youngsters to sign up for referee training. But is confident the storm will pass before its first branded ref strides out in January. 'Referees' shirts already carry logos in Spain,' it said.

Even if the deal proves an own goal for the sponsor, French football fans must be hoping that having 'But' - French for goal - so prominently displayed may enliven the game by reminding players of their objective.

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