Alan Pace addresses Burnley’s shirt sponsor fiasco

Alan Pace has issued an apology to Burnley fans over the club’s recent shirt sponsor fiasco.

The Clarets were forced to hastily find a new front-of-shirt sponsor after terminating its agreement with Finotive One after just 42 days.

The news emerged after the season had already got underway, with Nicky Hayen’s side adorning the sponsor during their opening game against Notts County in the Carabao Cup.

JJ Watt, meanwhile, had featured in a glitzy video clip promoting the popular new away shirt - which featured the sponsor - alongside the likes of Stan Ternent, Jimmy Anderson and even Arnold Swarzenegger.

While no official reason was given for the termination, it’s been reported that the so-called trading platform had failed to meet its first payment.

Vertu Motors, who already served as a club partner, has since taken over shirt sponsorship duties, while the Clarets have also announced a deal with Trainline.

Addressing the saga during last week’s Fan Advisory Board (FAB) meeting, Pace admitted the issue should not have arisen and recognised the “inconvenience” caused to supporters, many of whom had already purchased a shirt with the Finotive One sponsor on.

“He openly acknowledged that the issue represented a significant disappointment for the club and apologised to supporters on behalf of Burnley FC,” the minutes explained.

“He accepted that the situation should not have occurred and recognised the inconvenience caused to supporters.

“The chairman highlighted the work undertaken by club staff to resolve the matter, secure replacement partners and support supporters through the exchange and refund process.

“He also noted the positive relationships established with both Vertu and Trainline following the transition.”

Also providing an update to FAB members, head of retail Mark Howorth acknowledged the “unprecedented nature of the situation” and explained that the club had been required to act quickly following the termination of the original agreement.

The minutes continued: “He advised that the club used the opportunity to review its commercial portfolio for the remainder of the season and secure replacement partners that align with both the club and supporter base.”

Howorth also accepted that the temporary patch solution, used for the league opener against West Ham, was only introduced due to the speed with which the club “needed to respond”. But he also confirmed that supporter feedback was “immediately” taken on board and alternative solutions were implemented.

It was also revealed that, at the time of the meeting on September 16, approximately 30 per cent of home shirts had been exchanged and 20 per cent of away shirts. Overall exchange levels were continuing to increase steadily.

A full restock is currently expected on or around December 1, although efforts are “ongoing” to bring that date forward.