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Diadora apologises over footage of Bradford fire in ad

LONDON - Italian sportswear brand Diadora has apologised for an ad that used a clip of the 1985 fire at Bradford City's stadium in which 56 people died.

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The footage appeared in a European advertising campaign, but has since been withdrawn by Diadora after an outcry by Bradford City AFC fans and the club.

The campaign is based around the strapline "the world needs to play more", and the scene from the Bradford fire had a piece of commentary saying "better 90 minutes of play than one minute of violence".

However, Diadora has said that the footage was included by mistake, and that it had asked the image library for scenes of non-accidental violence. The ad is being re-edited so that the images are no longer included.

In an apology released by Diadora, the company said that the spot was meant to be an anthem of sport as an instrument that spreads a culture of peace.

"We apologise to all the friends of Bradford for the distress this situation has caused," it said.

Diadora has offered to be a technical sponsor for Bradford City for the 2004/05 season.

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