HEREFORD FC chief executive Ken Kinnersley said Jon Hale had no option but to stand down as Bulls chairman.

Hale - in conjunction with his brother Will - has set up a new company called Greenhill Bespoke Limited, which was registered at Companies House in August.

And a website, under the brand name My First Match, has already been launched.

The business is "all about an individual’s first experience at a match – be it the team they follow, at a particular venue, or a match they played in."

My First Match then source what they can from that match, making it a completely bespoke and unique order.

Kinnersley explained that because it's sports related, particularly football, there would be a perceived conflict of interest and that is why Hale stood down.

"Because of his status as football chairman, there could be a perception that he could use it for the advantage of that business," said Kinnersley.

"The board agreed there was a conflict and Jon took the decision to stand down.

"I have the upmost respect for him, I just think he made a small error of judgement on his part and agreed that, potentially, there could be a conflict of interest. 

"Right from the formation of the club, the people involved agreed that it was a club for the fans and nobody would gain anything and there would be no freebies.

"The key thing is that Jon recognises that was could be a perceived conflict, especially because of what has gone before.

"The directors are determined that everything is done correctly.

"People may not agree always agree with some of the decisions, but the board make honest decisions and ensure there are no personal interests."

Vice-chairman Chris Williams will now step into Hale's shoes until Hereford's annual general meeting in December.