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My Club, My Shirt: Blackburn Rovers celebrate fans with kit launch

Blackburn Rovers are the latest club to promote the diversity of their supporters with a “My Club, My Shirt” project – celebrating their fans during their 2022-23 kit launch.

Rovers are the latest club to adopt the My Club, My Shirt format, inviting fans to be part of the kit launch photoshoot which took place across some of the town’s most iconic landmarks and locations, including Ewood Park itself.

“My Club, My Shirt encapsulates our diverse supporter base and aims to shine a light on unique stories that all share one common passion,” the club said.

Portrait subjects include Fraser Cropper, chairman of Totally Wicked, who sold matchday programmes in the Riverside Stand from 1979-1982 and who is now Rovers’ shirt sponsor.
Alan Ashworth, the grandfather of Watson Ramsbottom’s Managing Director, Elton Ashworth, who has been attending Rovers’ matches since 1938 was also captured for the launch.

In contrast, Zahra Mohammed, who is pictured in the side-streets outside Ewood Park, became a season ticket holder for the first time last season and has already renewed her seat for the upcoming campaign.

Head of the Fans for Diversity campaign Anwar Uddin said: “I’m really pleased to see a club as storied as Blackburn Rovers take up the My Club, My Shirt initiative.

“Putting fans from all walks of life at the centre of the kit launch is a great way to celebrate diversity and promote inclusion at Ewood Park.”

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Funding partners

  • The Football Association
  • Premier Leage Fans Fund


  • Gamble Aware
  • Co-operatives UK
  • FSE
  • Kick It Out
  • Level Playing Field
  • Living Wage Foundation
  • Pledgeball