Lives in Cricket No 19 - Frank Sugg

partnership trading as Frank Sugg, suggesting that Frank was the main force behind the business. His name would have carried more commercial weight than that of his brother, particularly in the Liverpool area. An early advertisement in the cricketing press is one in the 1897 Wisden which is headed ‘Frank Sugg is well known as a determined batsman. He is desirous of being equally well known for his determination in business to sell Sound Goods (not rubbish) at prices which other firms cannot approach.’ He is also described as ‘the reasonable practical man’. Featured in the advertisement are cricket bats, balls, leg guards, stumping gloves and cricket bags. Frank Sugg advertisements appeared regularly in Wisden and cricket periodicals, in a variety of styles. From 1894, he also made extensive use of his Pocket Cricket Annual as an advertising medium. Indeed, while the Annual included among its features advice to young cricketers and hints on training as well as articles, fixtures and cricket records, the publication has to be seen primarily as a means of promoting the name of Frank Sugg and his sports business to the general public; the Frank Sugg Football Annual served a similar purpose directed at a different market. Sugg’s advertisements often emphasised Frank’s personal supervision of the business. Unlike some sportsmen, Frank Sugg was no absentee owner. His business was to be a large part of his life for more than thirty years. 104 Frank’s Business Career The hard sell. A Frank Sugg advertisement of 1903.