WE are passionate believers in the value of the poppy as a symbol of remembrance.

It is proudly displayed on our front page throughout the Royal British Legion’s campaign to support millions who have served in the British Armed Forces, as well as their dependants.

It is not just about the financial support that is given but the importance of not forgetting the sacrifices that have been made.

Just as newspapers are in a position to promote the poppy and all it stands for, so are football clubs.

Football is the country’s mostwatched sport: a multi-million pound business which, at the higher levels, attracts sponsors willing to pay mindboggling sums to reach massive audiences.

We find it rather sad, therefore, that out of 20 Premier League clubs, only 12 have sought the permission of the Football Association to incorporate poppies on match shirts either last weekend or next.

Manchester United, the country’s best supported club, is not among those 12 but the North-East’s only top flight club, Sunderland, is. Further than that, Sunderland invited local servicemen, veterans and families of those who have died in action to last weekend’s game against West Ham.

Why don’t all football clubs do the same? They have a unique opportunity to make sure the poppy is seen all over the world and it costs nothing.

In addition to the promotional value, the shirts would become collectors’ items and raise money at auction.

We applaud Sunderland for showing others the way – and we hope the football world becomes united in its support of the poppy next season.