Blackburn Rovers' success in the Worthington Cup has saved the borough millions of pounds in advertising costs, according to the council's chief executive.

Phil Watson, of Blackburn with Darwen Council, made his comments before a civic reception for the team at the town's King George's Hall yesterday.

He said success for the club had a knock-on effect for the borough and raised the morale of the workforce.

"Industrialists say productivity rises when the local football team is doing well," he said.

"And on the wider scale, the positive publicity assists the borough's profile.

"We would have had to pay millions of pounds for advertising to get the same effect. It helps residents feel proud of the place they live in and puts us on the map not just here but abroad as well."

Council leader Bill Taylor agreed, saying: "When we won the Premiership we stopped being a town to the north of Manchester, and Manchester became a town to the south of Blackburn.

"We think the Cup can only be good for the club, but it's bigger than just the football.

"Like the council it includes all the community. When all these players come from all over the world I want them to know they are very very important in local people's lives."

Rob Coar, chairman of Blackburn Rovers, said: "We are the biggest brand in town and we bring a lot of business into the town in one way or another."

The reception was a thank-you from the council to the club for bringing the Worthington Cup to the town and qualifying for Europe, and a curtain-raiser for the forthcoming season.