Williams is Rover the moon about retail deal

Blackburn Rovers have struck a deal with one of the country's top sports and leisure retailers, Sports World International, to take over the running of club shop 'Rover The Moon'.

It has also been confirmed that Rovers' home and away shirts for the 2004-2005 season will carry the fashion/sport brand label Lonsdale, along with the logo of club sponsor HSA.

Sports World International will now operate the club's retail business, meaning the former "Rover The Moon" Ewood store will now not only stock a full range of Blackburn Rovers products, but also a huge variety of sports goods and equipment including headline brands like Nike, Adidas and Puma.

Rovers chief executive John Williams said: "It's a hugely exciting venture which will greatly improve purchasing opportunities for our supporters while also preserving the identity of the club's retail operation.

"We expect to be able to sell our replica kit at extremely competitive prices from next season and all other branded sports goods within the club shop will also be priced at very competitive levels.

"This partnership moves us up to a new retail level and puts us in a stronger position to meet the challenges of the future as we continue to develop commercial initiatives to help us compete at Premiership level.

"Sports World International is a major player in sports and leisure retail and we look forward to a long and mutually-rewarding association with them."

A substantial section of the floorspace at the store will be devoted to Rovers' products and many new Rovers lines are currently being sourced.

There will also be superb stock of branded sports goods, including international football replica kits, although no other English club kits will be sold at the Ewood store.

Plans are already afoot to increase the size of the store and Rovers and SWI are also looking at the feasibility of a second outlet in the Blackburn area.

Although the re-merchandising of the Ewood store started this week, the official opening of the shop will take place in July to correspond with the launch of the new kit.

Karen Byers, retail operations director at Sports World International, said: "We are delighted to be forging this partnership with such a high-profile football club and we intend to make it work in the best interests of everyone involved - particularly the consumers."