Money or loyalty to fans?
As far as professional sports are concerned, we have become accustomed to the conflict between these two values - money usually wins.
And here comes a modest team, Brentford from the English Premier League, proving that it is possible otherwise.
The Bees from West London have been promoted to the Premier League for the first time in their history, and the results on the pitch so far are surprisingly good, including the draw against Liverpool and the win over Arsenal.
But the news, according to Brentford, was recently heard off the field, when the club's heads announced that next season the team would play in the same home kit used this year.
The sale of game shirts and other branded accessories has become one of the big revenue engines of football clubs, and Brentford's move means a conscious waiver of easy profits.
This is doubly surprising, because there are no tycoons from the oil principalities behind the group.
Brentford enjoys the financial backing of owner Matthew Banham, a former banker who made his fortune in the sports betting industry, but like any newcomer to the big leagues - she certainly needs the money.
So why give up?
The explanation provided by the bee CEO, John Verny, was noble. Preserving the current shirt for next season as well will allow Brentford loyal fans to avoid additional expense, saving them and their families money. In the fans.
Brentford players with home uniforms, Photo: Reuters
If you are enthusiastic about the team, and your mind wanted to renew the wardrobe for the 2022/23 season, then the Bees will still present two new sets - a retro-style outdoor outfit, and a third uniform set in a somewhat futuristic style.
But the uniforms of the house, striped in red and white, will remain the same.
Brentfred fans received the tribute of their team, and especially the considerate philosophy that underlies it, with pride.
By the way, even the prices of her official outfit were more considerate anyway compared to most Premier League clubs.
Brentford's shirt costs £ 49 (only Burnley less - £ 45), while the league's top team shirt prices reach £ 70 for a formal shirt, and £ 125 for a game shirt.
A football task force, set up by the British government in the late 20th century to oversee financial issues, recommended renewing teams' home uniforms once every two years.
This principle was even included in the Premier League charter, but was never declared binding, and the teams prefer to act as they see fit, and especially as good as their pockets.
Arsenal, for example, sounded like a recommendation, and only deviated from it in the 2005/06 season, the year of parting ways with Highbury.
In contrast, Tottenham have launched a new home shirt every season since 2004, and even Manchester United have not missed an opportunity to sell a new shirt every year since 2006.
Soon all the other clubs grasped the principle, and for the opening whistle of the 2010/11 season all the Premier League teams, without exception, lined up in a new outfit - and the agreed government recommendation was completely forgotten.
Fans grumbled but paid, and the clubs' treasurers saw the sales balances and kept smiling.
It is doubtful whether Brentford's altruistic move will persuade other clubs to act differently, but one thing is clear: what Brentford will lose in the financial balance, it has already earned in the hearts of the fans.
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