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Bilbao ditch tradition

Internet, undated
Athletic Bilbao have won admiration across Planet Football for proudly and defiantly stick ing to their traditions. They were one of the first
clubs to be founded in Spain, by British railway engineers in 1898.
They are the only major club in Europe never to sign a foreign player, insisting on local-born youngsters from the northern Basque provinces.
Despite, or maybe because of, this policy, Bilbao have won eight Spanish league titles and no less
than 23 Spanish cups.
They are one of the three Spanish clubs, together with twin giants Real Madrid and Barcelona, never to have been relegated since La Liga started In 1928.
And they have been the only team in Spain, and one of the very few in Europe, to have refused to carry shirt publicity.
Until now, that is.
Sports daily Marca reported on Saturday that Bilbao have signed a lucrative contract with Basque oil refinery Pctronor to carry their shirt publicity for the next three seasons.
The deal is to be made official on Tuesday evening, when the club will show off its shirts for next season.
The famous red-and-white
stripes will continue, but now with Pctronor written across them.
Marca said that the shirt deal will earn the famous "Basque Lions" around two million euros (3.14 million dollars) per season
This is one of the ideas of new club president Fernando Garcia Macua to increase revenue and he seems to have the approval, albeit reluctant, of most club members.
Barcelona were the other Spanish club to refuse to wear shirt publicity for many years.
In 2006, however, Barca president Joan Laporta agreed to a three-year deal to promote the work of Unicef, and the Catalans have carried publicity for the United Nations agency free of charge since then.