Sponsorship of Bradford police vehicles has brought adverse publicity - according to the boss of a double-glazing firm.

John Valente, joint managing director of Coral Windows, said he had been shocked to hear rank-and-file bobbies were embarrassed to be seen in the 80 cars, vans and bikes carrying his company's name.

But he said Coral would continue to sponsor the force next year.

Mr Valente, whose company paid West Yorkshire Police about £45,000 in the sponsorship deal, said: "From our point of view it looked good at first but it's brought a lot of adverse publicity. Quips that the police are a part-time double glazing sales force are over the top."

Mr Valente's comments come after West Yorkshire Police Federation chairman Roger Benn told the federation's annual meeting the force had lost credibility because of the deal with the Bradford firm.

Mr Benn dubbed the vehicles, pictured, "advertising hoardings" and said the agreement had been met with widespread disapproval from police officers.

But Mr Valente said Coral had approached the force after working closely with the force to gain a West Yorkshire Police-backed security rating for its doors and windows.

He said: "There is no question of there being a credibility gap. Police officers don't endorse our products.

"Because we sponsor the police we have to be whiter than white. I'm sure they'd come down on us like a ton of bricks if we did something illegal,'' he added.

"It's a shame they need sponsorship but we are a responsible company and the police have checked us out fully."

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