Admiral: Kit Man

Bert Patrick’s first sponsorship contract with the England football team in the 1970s cost £10,000. Today, NIKE pays £25 million a year to kit out the same team.

The 1970s was the golden age of football and saw the birth of a multi-billion pound industry. Television was what brought about the meteoric rise in the fortunes of a small knitwear manufacturer in Leicestershire. The company’s identifiable Admiral logo on football clothing became the dream brand of youngsters everywhere.

Success for the Wigston firm was not without its problems. In Admiral: Kit Man, Bert tells the story of its struggles, successes and eventual withdrawal from the sports clothing scene. From a small family knitwear company to a worldwide business, the book charts Admiral’s progress through lively personal reminiscences of Bert’s deals and his encounters with football personalities like Stanley Matthews, Don Revie, Bill Shankly, Sir Matt Busby, and others.

Whether in the boardrooms of Manchester United, Leeds United, Liverpool, or Spurs and the atmosphere of the FA Headquarters, Admiral’s vision and design team convinced football managers and supporters that their kits and replicas represented a golden opportunity in football finance.

Admiral: Kit Man offers a historical picture of business and soccer during Admiral’s heyday, highlighting how it impacted the sportswear industry and football culture, mainly appealing to football supporters.

The book’s publication coincides with the 2014 World Cup and marks the 100th anniversary of Cook & Hurst.