THE FORMER Executive Director of TV shopping group, Ideal Shopping Direct Limited, has agreed a new commercial partnership with Sale FC Rugby Club, to assist with plans for growth.

Tony Sheridan, who was also Retail Brand Manager for Manchester United, will take premises at the club’s Heywood Road ground for his companies including as part of the deal. He has also agreed a signage and shirt sponsorship package.

He will oversee merchandising at Sale FC Rugby, to help the club capitalise on their recent promotion into the National League 1.

It comes shortly after Sale FC Rugby announced a strategic partnership with Sale Sharks, including investment in the club from Sharks owners CorpAcq and Morson International.

Sale FC Rugby General Manager, Dave Hulme, said: “It is the biggest commercial partnership for the club in a number of years and comes as a result of our increased exposure following the promotion to National League 1.

“We are incredibly pleased Tony is bringing the BeeManc brand to support Sale FC Rugby. We are also excited about him bringing his extensive expertise in fan merchandising and retail as we want to make the most of that revenue stream to secure the future of the club in our progression towards Championship level.”

Tony said: “As a local, I am incredibly excited about the opportunities this partnership will create for Sale FC Rugby, BeeManc and the local community.” is a platform for Manchester-themed gifts, clothing and accessories which celebrate the heritage of the city right back to its beginnings as a Roman-fort in AD79.

Sale FC Rugby, based on Heywood Road, in Sale, is one of the oldest rugby clubs in the world. The original home to Sale Sharks, the club now competes in National League 1 and prides itself on its reputation as being at the heart of the community in Sale.