What a Lotto QPR have got as they cook up a tasty dish

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Such is the showbiz buzz around Queens Park Rangers these days that the mere sight of co-owner Flavio Briatore jetting into London from the Malaysian Grand Prix can generate its own micro-climate of rumours.

He arrived in a blizzard, and the word was that the new owners were thinking of changing the club's name to West London Rangers, wanted to build a new stadium, design a new badge and abandon the traditional blue and white hoops.

Playboy: Briatore and vice-chairman Amit Bhatia

Briatore swept into Loftus Road looking every inch the international playboy: suntanned, luxuriantly coiffured, wearing blue-lensed spectacles and a cashmere scarf tucked inside his upturned collar.

He was here to announce a new £20million, five-year kit deal not with Versace but with Italian firm Lotto. There will not be a Roman chariot embroidered into the sleeve and, to the disappointment of sports photographers, it was not about to be super-modelled by Naomi Campbell.

Lotto insist the hoops will remain. In fact, to the relief of those Rangers supporters convinced this is all too good to be true and there simply has to be a catch, there were no terrifying rebranding schemes in the air.

'A new name?' laughed Briatore, shaking his head. 'Maybe we should call it Oxford,' he added, laughing again at his own joke, which no one else could work out.

Renault's F1 team leader Briatore and the sport's overlord Bernie Ecclestone completed their joint takeover of QPR in November, before quickly selling 20 per cent of the shares to Indian steel magnate Lakshmi Mittal, the world's fifth richest man. Between them the trio could dwarf Roman Abramovich's estimated £500m investment in Chelsea without losing much sleep but, yesterday, Briatore was in no mood for fantasy.

'Do not be confused,' said the Italian. 'Although the shareholders are wealthy the club is in a completely different situation, we won't be throwing away money. It is completely wrong to compare QPR to Chelsea. We are doing the thing our way.

'We won't sit here and talk about the players we want to buy because we want to make sure the price is not 10 times bigger. When somebody arrives in a new business, everybody says: “Oh my God, this is the new guy, the new blood to suck”. There's nothing to suck here.'

This is unlikely to extinguish the excitement around Shepherds Bush. The new owners instantly wiped out £13m of debt and bought well in the January transfer window to help new manager Luigi De Canio haul the club up the Championship table.

'When we arrived QPR were not much,' said Briatore. 'We were starting from the beginning. Our first goal was to make sure we weren't relegated. When we took over the club that did not look so easy but the players and Gigi have done a fantastic job.

'The club is alive. QPR is safe. Without us there would be no QPR any more. This is the biggest difference between us being here and not being here. We are 50 per cent safe in mid-table and we are playing good football, some of the best in this league, and the fans love it.

'Everybody asks why we bought QPR. We are a bunch of friends together who want to do something in football and this is the right approach. We wanted to start from the bottom and create a new club. This way it is more exciting.'

The type of glamour-puss friends Briatore and Ecclestone keep will ensure that as many cameras are trained on the directors' box inside Loftus Road as they are on the pitch for the rest of the season.

Then all the attention will be on how Rangers, relegated from the Barclays Premier League in 1996, will behave in the summer transfer market as they equip themselves for an assault on promotion.

'Before I came here I didn't know QPR existed,' said Briatore, who thought he was buying a barbecue restaurant when the business proposition was first put to him by Ecclestone. 'But I was in Kuala Lumpur and three or four people stopped me to talk about QPR. Everybody is talking about QPR.'

 

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