Blue Square have become the first company to have their name on West Bromwich Albion’s shirts this season. Blue Square have previously used football advertising to communicate to fans through their sponsorship of the Blue Square Premiership in lower league football. West Brom announced last month that their shirts would be available for advertising on a match by match basis and Blue Square are the first company to take advantage of this football advertising inventory. Prior to this season clubs were prohibited from entering into this type of arrangement with the Football League and Premier League preferring long term partners for their clubs instead. Following confirmation from the Football League two weeks ago that they would not stand in West Brom’s way Blue Square stepped in to become the inaugural one match sponsor.