Football Shirt Culture.com

West Bromwich Albion have struck their sixth one-game shirt sponsorship deal - after teaming up with Leons Coach Travel for yesterday's game against Coventry city.

The logo of the family-owned, Staffordshire-based company, who supply coach travel for a vast number of Baggies fans to away games, will appear on the front of the club's shirt during the Hawthorns clash.

Leons have followed in the footsteps of Blue Square, Victor Chandler, Sbobet, esprit UK and Bathams by striking a one-game shirt partnership with the club this season.

Adrian Wright, Albion's Director of Sales & Marketing (designate), said: "Having Leons on the front of our shirts tonight illustrates that this advertisement space is affordable for all levels of companies, especially as they're another local business which our fans have an affinity with.

"The response to the short-term shirt partnership deals we've been offering has been tremendous."

Leon Douglas, Managing Director of Leons, said: "I'm sure that seeing Leons on the front of the shirt tonight will be a welcome and familiar sight for the many Baggies fans who regularly travel around the country on our coaches to watch their team play.

"Our coaches ooze quality, comfort and style and are fitted with all the modern-day features for passengers' safety and comfort.

"We provide a reliable service and that is paramount to the supporters who know they can travel to their destination, watch the game and get back to The Hawthorns both problem and stress free.

"We're also delighted to announce that we have agreed a deal with the club to again provide official coach travel for supporters to away games next season."

Albion have sewn up sponsorship deals for all of their four remaining home games so the only matches still available are the trips to Reading, Watford, Doncaster and Crystal Palace, which is live on Sky Sports.

The club are willing to discuss single or multiple-game shirt sponsorship deals for these games.

Albion announced in late November they were ready to open talks with companies about short-term sponsorship deals.

For the second season running, the team have been playing in unsponsored shirts as the club's search for a suitable, long-term, official sponsor continues

However, after receiving clarification from the Football League, Albion can offer businesses and organisations the unique opportunity to sponsor their shirt on a match-by-match basis.

Albion have only been able to offer short-term shirt sponsorship deals this season as they are not permitted under Premier League rules.