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Rare football programme reveals beefy advice from Bovril

Posted on 03/07/2019 in Press Coverage

Any football fan knows a warming drink is often much needed, especially at half time on a matchday in midwinter.

Drinks manufacturers are well aware of thirsty football fans’ needs, too. Consequently, Bovril decided to reach out to supporters’ tastebuds in this extremely rare football programme, consigned to our August 22 Football in Football in Focus and Sports Memorabilia Auction.

In bold red lettering, a full-page advert announced: ‘Bovril – Once It’s In You It’s Sinew’. It brought a smile to our faces, as did the estimate when the football programme’s owner learned its guide price - £500-£800.


Rarity is the key to its value. It’s a Chelsea v Newcastle United FA Cup semi-final programme from March 12, 1932 but the game was played at Huddersfield Town’s ground.

Items like these are hugely sought after by collectors. So, if you’re a football fan twiddling your thumbs pre-season, why not have a look through your old sporting memorabilia. You just might have an auction gem.

Items are invited until August 2 for Hansons’ next Football in Focus Auction and sports valuer Alistair Lofley is always happy to help. Email [email protected] or call 0786 320 3377.