on their flag, which meant that Elfsborg of course would play in these colors. So it became yellow shirts and black shorts. The costumes remained pure in the colors yellow and black with no club text scrolling on the chest or back. They were simply pure in their colors, and it remained so until the 1940s when trends over Sweden was to adorn their badge on the shirt. In this manner, they could strengthen their brand even more. For Elfsborgs part it was the classic black text Elfsborg in italics placed on the chest at the heart. From 1940 until 2007, almost 50 years, the classic text Elfsborg decorated chest. From 2007 there was a change to what is now the official club emblem there, an emblem derived from the 1970s and has appeared in several versions at most of Elfsborg sections. It is a crown of yellow and black with Elfsborg engraved in it and a football at the top. The reason for the change was mainly to promote the club brand. They wanted a brand that people and companies could associate themselves with – instead of a text as before. Elfsborgs reserve kit is red, and become so during a match against the Swedish national football team in 1941. In the beginning it was planned to be a match between the Finland national football team and the Swedish national football team in a celebration to Elfsborgs new arena Ryavallen. But Elfsborg had to replace a war-torn Finland due to the second world war in a match against the Swedish national team. Amazingly enough, Elfsborg won with 2–1 and the story behind the red kit was that Sweden played in yellow which also Elfsborg did, so they had to change colors and red was the only one available on short notice, it was borrowed from Borås Wäferi who had a red and white kit. This eventually became a symbolic color due to the victory for Elfsborg and so it remained as a reserve kit. The colours red and white is also the symbol of the city Borås, their coat of arms is in the colours of red and white with the two sciccors. Elfsborg became with this victory the only team in Allsvenskans history to ever beat the Swedish national football team. Sponsorship The shirts remained long without a major sponsor, which would obviously affect the economy. When IFE