Stanley Matthews, the Blackpool and England footballer, played in boots made by the Co-op.

That was the claim in an advertisement which appeared in the programme for the FA Cup fourth-round tie between Headington United and Bolton Wanderers in January 1954.

‘Stan Matthews does it in his special Co-operative Wholesale Society boots – boots made to Stan’s special design can be yours today’ was the bold assertion.

The boots, in black or brown, were ‘recommended by the wizard’ and could be bought only at the Oxford Co-operative footwear and sports department.

The price? 45s 6d (£2.27½).

Advertisements in the programme, one of a large number kept by Oxford United fan Pete Ewins, of Risinghurst, Oxford, give a fascinating insight into life 60 years ago.

Those were the days when Headington was packed not with supermarket, charity shops and estate agents, but lots of small, independent traders, all offering personal service.

Advertisers gave the club a steady income to meet day-to-day expenses, but also to finance their ambitious bid to leave the Southern League and become members of the Football League, which they achieved as Oxford United in 1962.

Those with premises in London Road, Headington, near the football ground, were prominent in their support.

They included two grocers, RC Nason and GM Walker; three cycle dealers, WJ Wiggins, PM and H Rogers and GH Williams; Rutty & Gough confectioners and tobacconists; the Shotover Arms Hotel Garage; JW Bowen hairdressers; HE Weaver butcher; Walkers house furnishers; Jarvis outfitters; SA Currill boot and shoe repairers; Headington Pet Supplies; City Motors; and the White Horse pub.

Businesses in other parts of Headington also gave their backing.

The list featured Charles Evans butcher, and S West and Sons florists and seedsmen, in Windmill Road; WS Cooke cabinet maker, and Laytons’ car showroom in Old High Street; EW Aries builders, in Bowness Avenue; Evans Bros car body specialists, and Drewetts concrete makers, in Old Road; Stanley G Parker grocer, and LC Boiteux cycle and hardware store, both in Cherwell Drive; WJ Berry bakers, in Church Street, Old Headington; TE Luckett upholsterers, John Burton hairdresser, Highfield Post Office and R Ryman and Son nurserymen and florists, all in Lime Walk; AV and D M Roberts newsagents, in Wharton Road; CJ Nicholson grocers, of New High Street; Shergolds of Headington ironmongers; G Owen confectioner and tobacconist, of The Roundway; RE Griffin of the Central Garage, Headington; Poulter tailors, in The Parade; and Sheppard’s Garage in Quarry High Street.

Advertisers outside Headington were also keen to support the club.

They included Robert Alden butcher, in the Covered Market; Eaglestons ironmongers, RT Harris electrical engineers, HR Wyatt stationers, and SH Horrabin newsagents, all in St Clement’s; Hubble & Hayward tailors, in Market Street; H and M Bowles upholsterers, in Marston Road; VH and MC Veal stationers, Alfred Mould fruiterer and florist, and Stephen H Biggs hair stylists, all in Cowley Road; the Savoy Billiards Club in Queen Street; Marston Coaches in Crotch Crescent; and G Allen grocer, in Marston Road.

There was also a choice for those nearing the end of life – funeral directors LW Organ, of Windmill Road, and Reginald V Mallett, of Lime Walk. Both promised to see you peacefully and reverently on your way.

pDo you have any memories of the firms listed above? Write and let me know.