Goosey - not sure how you'd manage blagging a discount, but then I'm not the marketing guy; perhaps someone could ask Helen... oh that's right, she's been made redundant. Shame, she'd probably have come up with something...
I suppose all you can do is appeal to the community spirit of local pubs and shops. Pubs shouldn't be too hard, if people know they'l get a discount they may well pop in to a particular pub instead of a different one, especially on a match day when they might have the shirt on anyway.
Also, it's a way of 'sponsoring' the club without having to part with too much cash. Perhaps a cheap pie in Smithie's, for those Silsdenites wearing a pair of Cougar underpants?!