That angered Steinbrenner, who had negotiated personally with Sheffield and refused to improve the offer.
What we try to do is improve the offer and let customers decide where they want to shop.
He also pledged to abolish the bedroom tax, raise the minimum wage, and improve the offer of free childcare for the parents of three to four-year-olds.
As we have improved the offer … people have seen they can get everything they need under one roof and that is the most convenient form of shopping".
General Manager Brian Cashman spoke yesterday with Rivera's agent, Fern Cuza, but Steinbrenner has no plans to improve the offer, which would make Rivera, who turns 38 this month, the highest-paid closer in baseball.
The rejection of the bid wasn't unexpected but "Whitney's refusal to improve the offer comes as a surprise," said William Pecoriello, an analyst at Morgan Stanley.
But Kraft won't give up its ambitions to acquire the business so easily and has already hinted it would improve the offer.
Rosemary Wells, from the chamber, said: "They have a pipeline of interest and the other positive is that the regeneration of Swindon is moving forward and there are projects happening to improve the offer for Swindon.
"Our residents and visitors deserve better and I think in its 11 years of being, the company should have invested more sensibly to improve the offer - we cannot and will not fund such poor standards.
Mastro, with the financial backing of friend Rob Lifson, sought to improve the offer and had Ray add 50 to 75 of his other T206 series cards, including the rare T206 Eddie Plank, into the deal.
