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WHAT, S UP YOUR SLEEVE?

NEIL COTTON takes a look at sponsorship in football and where it’s heading next…

NEIL COTTON
WHEN a young kid dreams of becoming a top football player, or a famous manager, it is unlikely that attending a ‘partnership signing ceremony’ set up to announce a new sleeve sponsor figures highly – or even at all – in their minds.
Yet in the modern game this is an unavoidable part of the role and so it was that Manchester City’s Pep Guardiola, Ilkay Gundogan, Gabriel Jesus and Jill Scott found themselves part of a carefully choreographed event at the City...

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