The DWS name will live on after September on the shirts of Aston Villa despite the firm’s takeover by Aberdeen.
A DWS spokeswoman says the sponsorship deal was arranged for the season and there are no plans to reprint strips, which means the DWS logo will stay on Villa’s £30 shirts until May 2006.
The deal with Villa is worth £1m a year and was struck in May 2004 after the withdra-wal of MG Rover as sponsor. The move was part of DWS’s plan to boost its brand in the retail market by spreading awareness of the firm outside London.
After Aberdeen’s agreement in July to buy the UK arm of DWS, DWS will no longer be a retail name in the UK after the deal is concluded at the end of September. DWS will maintain its European retail presence. Aberdeen sponsored the Oxford-Cambridge boat race from 2001 to 2004 and sponsored Scottish first division soccer team Ross County. A spokeswoman for the firm says discussions are continuing over the Aston Villa sponsorship.
The DWS spokeswoman says: “Our sponsorship of Aston Villa was signed off months in advance. The club is not going to reprint thousands of shirts”