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Bolton Wanderers' memorable shirt sponsors through the ages

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Nat Lofthouse
Nat Lofthouse

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Wanderers have announced a new three-year shirt sponsorship deal with Victorian Plumbing, the UK’s largest retailer of bathroom products.

Launched in 2000, the Skelmersdale-based firm are making their first venture into sport sponsorship and were picked ahead of two other offers from national retailers.

Chief executive Neil Hart believes the deal is another positive step for the commercial side of the club.

Following the announcement, we decided to look back at the Whites’ shirt sponsors over the years


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Knight Security became Wanderers’ first-ever kit sponsor during the 1980/81 campaign when Stan Anderson was in charge.

The Whites sported the Bolton Evening News logo (obviously our favourite!) during the following season.

Then came TSB Bank, who were sponsors in 1982/83 which was John McGovern’s first season in the dugout.

HB Electronics also had their name on the club's shirts between 1983 and 1986 when the likes of Jeff Chandler were in action.


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One of the more memorable sponsors in Wanderers’ history, the Normid logo was adorned on the Bolton kits between 1986 and 1990.

The superstore famously saved Burnden Park after the club had fallen on hard times financially, purchasing a section of the Embankment End.

Arguably the peak of the Normid era was the 1989 Sherpa Van Trophy final at Wembley. Phil Brown captained the side to a 4-1 victory against Torquay, with current Under-18s boss Julian Darby getting on the scoresheet.


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When most football fans think of Bolton, they think of Reebok. It all started in the early 90s when the local sportswear brand first appeared on the club’s shirts.

It was the longest-running commercial deal in the country by the time the company bowed out in 2009.

The Whites sported the Reebok logo through their most successful period in recent history, qualifying for Europe under Sam Allardyce.

The likes of Jay Jay Okocha, Nicolas Anelka, Youri Djorkaeff and Ivan Campo all played for the club under Big Sam.


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188Bet sponsored Wanderers following the conclusion of the Reebok deal - a partnership that lasted four years in total.

Then came the controversial QuickQuid deal, which was quickly scrapped following a backlash from fans against the pay-day loan company.

Sustainable energy firm FibrLec, which was a subsidiary of the University of Bolton, stepped up between 2013 and 2015.

US-based company ROK Mobile was a surprising choice for the 2015/16 campaign and coincided with Marcon coming on board as kit manufacturer. and the University of Bolton also had stints as Bolton sponsors before Spin and Win helped the club win promotion from League One in 2017.

Wanderers then agreed a two-year deal with BetFred, becoming their last gambling sponsor before heading in a new direction under the current ownership group.


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While it might not have been the most fashionable choice, Home Bargains supported the Whites through some dark times in 2019.

The partnership came about through director Michael James’ close links with the retailer and lasted until the summer of 2022.

Service My Car, founded by Bolton-born Ozair Puda, sponsored Wanderers’ shirts last season as Ian Evatt's men finished fifth in League One.

Fans are now excited to see what the new strips will look like featuring the Victorian Plumbing logo.

The club offered supporters the chance to vote on a selection of designs and a retro home kit is set to be released later this month.

There will also be a special charity strip, which will carry the name of Bolton Wanderers in the Community and raise funds for their ongoing work in the local area.

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