BLACKPOOL'S deckchairs are here to stay -- and could soon have a bright new look thanks to commercial sponsorship.

Bringing in commercial sponsors to improve the appearance of the promenade deckchairs is one option being seriously considered by Blackpool Council bosses.

A Blackpool Council spokesman said: "The future of deckchairs has been on everybody's lips over the last few days.

"And it's fair to say that a range of measures could be looked at, with sponsorship being one of them.

"The crucial message is that the Council won't be removing these traditional holiday icons, with or without a sponsor."

Reports of the demise of the deckchair have been greatly exaggerated.

National newspapers picked up on comments by Blackpool Combined Association chairman, Lynn Cole, at a meeting of the resort's Tourism Forum last Friday.

She called for the deckchairs to be dumped as part of ongoing attempts to improve the resort. But the comments prompted a spate of scare stories suggesting the imminent dumping of the brightly coloured chairs.

But Blackpool Council's head of tourism, Alan Cavill, said: "Blackpool is proud to have a wonderful and rich heritage, of which deckchairs have a key part to play.

"So long as the sun is shining, the tide is out and the children are armed with their buckets and spades, the deckchairs will be out in force on the promenade in this resort."

"While seaside resorts like Blackpool need to look to the future and re-invent themselves as a tourist destination of the 21st Century.

"Blackpool is doing with its ambitious Masterplan.

"They would be foolish to sever ties with renowned traditions such as the deckchairs.

"They say as much about Blackpool as its famous tower."