Bradford City are searching for a new shirt sponsor after Bradford & Bingley terminated their current deal.
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The state-owned mortgage lender informed the Bantams they were in no position to continue beyond the end of the season following their financial break-up.
City would like a new name agreed by the end of this month in time to meet the manufacturing deadline for next season.
The bill for any deal could rise by 25 per cent after January because of the cost of re-printing.
Joint-chairman Mark Lawn is confident there will be takers despite the effects of the credit crunch on businesses.
Talking to the Telegraph & Argus Mark Lawn said: "As a businessman, I've been through two recessions. It doesn't mean we all shut up shop and do nothing.
"You've got to be sensible here. There is still business out there and the people who fight hard enough will get it.
"When I was with Driver Hire, we didn't stop marketing and kept on doing sales. Look at the peaks and troughs of that business and our sales went up during recession time.
"The marketing and sales potential for the price of sponsoring the shirt is fantastic. I don't think people realise how reasonable it is and we will fit within their business programme and cashflow structure.
"The potential in terms of advertising cannot be beaten. We're not just talking about 23 home games with the Bradford public, there are 23 moving advertisements right round the country as well as cup ties."
Bradford & Bingley succeeded long-term shirt sponsors JCT600 in 2006. They had previously been name sponsors for Valley Parade as well as providing backing for the club's Football in the Community programme.
They agreed a two-year extension to the shirt deal last summer but it is understood there was an exit clause in the contract which the company called in during a meeting with City over Christmas.
Lawn added: "We'd like to thank Bradford & Bingley for what they have done throughout the years, not just as shirt sponsors but also with the stadium and the local community.
"It's a really sad day that we've lost their support but unfortunately that's the financial climate that we are in."
