MEDIA: Media choice - Specsavers

A frequently asked question in football circles is who would be a referee? It really is a thankless task. Running around for 90 minutes being shouted and sworn at, insulted by the managers, pilloried in the stands and ridiculed by the press.

Okay, some will get a kick out of the power trip - knowing your decisions will be the difference between ecstasy and despair for millions. And you get a free whistle. But apart from that, referees must be up there with politicians in the Most Vilified People on the Planet League.

At this time of the season - medal time - the heat under the floodlights is at its most intense. Referees are put under intense scrutiny and any myopic misdemeanours are magnified out of all proportion.

FIFA sanctioned the branding of referees' shirts in December 2001 and the far-sighted buyers at Specsavers scored a coup.

The company embarked on a tongue-in-cheek sponsorship by signing a four-year deal with the Scottish Football Association to get its logo on the shirts of Scotland's referees.

Hats off to Specsavers for demonstrating the vision and providing £750,000 toward the training of new referees.

Surely other sports are missing a trick? Slim-Fast to sponsor darts?

Nytol to sponsor county cricket? Some would perhaps draw the line at Viagra and women's weightlifting, though.

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