Bootle-based branding specialist Wild Thang are official merchandise partner of Salford Red Devils who were narrowly defeated by Leeds Rhinos in rugby’s Challenge Cup Final. Tony McDonough reports

Mersey branding specialist Wild Thang saw its own brand exposed to 1.6m television viewers during rugby’s Challenge Cup Final.

Bootle-based Wild Thang are the official merchandise partner of Salford Red Devils who lost by the narrowest of margins, 17-16, to Leeds Rhinos in a thrilling encounter at Wembley last weekend. It was the first time Salford had reached the final in 51 years.

Despite the disappointing result, Wild Thang says it is still incredibly proud of the club and honoured to be their merchandise partner, along with Kappa Team Wear. The firm said it was a “heartbreaking loss for the coach, staff, players and fans” but added the team should “take great pride in how they competed”.

John Howarth, director of Wild Thang, said: “Even with this disappointing result this is still a huge moment for the club, getting to the final and performing so valiantly in the way they did.

“Wild Thang are incredibly proud to be their official merchandise and branding partner along with Kappa. It’s been a year of survival as a business for Wild Thang like many others so this is a massive moment for the company and our own team.

“Our brand on BBC1, watched by 1.6m viewers are the wow moments we work so hard for and that will help us survive and thrive in these incredibly challenging times.

“We have had to react quickly to create the Challenge Cup Final range straight after the Red Devils got into the final with it only being a short window of opportunity to produce and deliver the merchandise range, we have had amazing feedback from both the fans and club.”

Salford Red Devils manager Ian Watson, added: “It shows the club and the team are moving in the right direction from where we have been and we’re competing in these big games now.

“With everything that’s happened, to come here and end up being in a 17-16 result, players and staff being absolutely devastated that we’ve not been able to win, shows a sign of how far we’ve come as a group and as a team over the last few years.”