THE CHAIRMAN of a Bradford-based motor dealer which was accused of making an "insulting" sponsorship offer has spoken of his shock at a public berating.

JCT600 Chairman Jack Tordoff said he was stunned and upset by criticism from members of Ilkley Parish Council after his company offered £500 as sponsorship for the town's Christmas lights event.

The family firm regularly gives funding to sports clubs, groups and events around Yorkshire, but Mr Tordoff said it had never experienced a reaction like the one it received from parish councillors in Ilkley.

And he said his firm would not be offering further sponsorship to the parish council.

"I don't know how these councillors can say it is insulting - it is £500 and £500 takes some earning," he said.

"I am very upset about this. People are normally grateful for being sponsored and given some money. They are normally happy with it. I am absolutely stunned."

Mr Tordoff spoke out after Ilkley parish councillors accused the company of "asking an awful lot but giving very little."

JCT had asked to be allowed to put cars at the end of The Grove during the event as well as advertising banners in the town. But councillors rejected the proposals amid claims that the event could become the "JCT600 show".

Some councillors had no objections to the suggested level of advertising and they warned against turning down funding. Members agreed they should go back to the company and offer them less prominent advertising such as allowing just one car at the event.

While welcoming the offer, Cllr Jennifer Souter said it was important to remember that the switch on was a community event,

"They are really asking an awful lot for giving very little," she said. "It is going to make it the JCT 600 show."

She urged the council to say they could only accept one car, stressing: "They are wanting to sell their whole range. For £500? You must be joking - it is insulting."

Coun Mike Gibbons told the meeting: "I think they are asking an awful lot for £500."

Cllr Susan Curthbertson warned about cluttering up Ilkley with cars and signs when the town had already had a problem with A boards, and she argued they would be doing a disservice to local traders by allowing it.

Speaking after the issue was discussed by the parish council, Mr Tordoff said he would have been happy to negotiate the terms of the sponsorship offer but had been shocked by the public criticism during the meeting.

He said the company, which has 50 garages across Yorkshire and surrounding areas, liked to offer funding to local groups and organisations - with Bradford City and Guiseley FC among those it helped.

"We have never had a response like that - it is awful" he said. "It they had suggested putting something in the programme or something like that, that would have been OK.They haven't discussed it with me. I only heard about it yesterday from a customer."

Mr Tordoff said it was normal for companies offering funding to expect something in return but that the terms could be negotiated. He said he was stunned to find his company publicly criticised.

"We are not looking for a fight," he said. "We are just looking to point out to people that firms do sponsor things but you have to try to get a return for it."

He said the company, which started from humble beginnings in Bradford in 1946, had gone on to become the biggest car dealership in Yorkshire.

"We didn't do that by insulting people," he stressed.

"We're a family firm, we're down to earth and we do help people if possible - but we normally get a thank you instead of an insult.

"We're not looking to fall out - we are just explaining our position."

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