Preston North End interrupted their Championship match against Bristol City at Deepdale on Tuesday to announce two deadline day signings on the big screen before going on to lose 3-1.
The Lancashire club made the mid-match announcement in the 70th minute while the contest was tied at 1-1, only to concede two late goals and suffer a fourth consecutive league defeat.
With the score level following earlier action, Preston displayed a message on the stadium's electronic board confirming the arrivals of striker Johnny Kenny and midfielder Liam Gibbs. Nine minutes after the announcement, Lisav Eissat restored Bristol City's lead, before Dom Ballard scored a third goal for the visiting Robins shortly before full-time.
Stunt Draws Criticism From Frustrated Supporters
The home club chose an unusual method to broadcast their transfer business directly to the crowd while play was ongoing. The big screen displayed a graphic stating: 'Breaking news: During the game we are pleased to announce we have signed two new players!'
The timing of the promotion drew widespread condemnation from the home supporters, who booed the team off the field at the final whistle. Fans also vented their frustration on social media, with one supporter writing on X: 'We deserve relegation for this alone.' Another posted: 'Liquidate us.'
Preston North End, who play at Deepdale in Lancashire, are currently bottom of the EFL Championship after losing all four of their opening second-division fixtures this season. Bristol City, nicknamed the Robins, compete in the same 24-team division, which sits directly below the English Premier League.
Heckingbottom Responds to Deadline Day Business
Preston manager Paul Heckingbottom insisted after the match that he had no knowledge of the planned stadium announcement. Despite the defeat, the manager welcomed the arrival of Kenny, who joined on a permanent deal from Scottish Premiership club Celtic, and Gibbs, who arrived on loan from Championship side Norwich City.
Heckingbottom said: "Johnny would have been watching that today, licking his lips I'm sure. Really important, good business for the club. Young player again, we try to recruit young players." He added: "Our new signings so far have shown up well but we want more and more importantly we want the result."
With the summer transfer window now closed, Heckingbottom confirmed that both newcomers will be thrust straight into first-team action as Preston seek to turn around their early-season slump. He said: "They will be straight involved. You can see, there's a necessity. Each game we've played we've added a player or added two players and it's been important, but the window's closed now. We've done our business and we've got the group together finally."
