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The Football Association has begun a search for a new commercial partner after Nationwide, the building society that has been its sponsor for six years, said it would end its contract after next year's World Cup. The building society said that its partnership with the FA, believed to be worth more than £7m a year, had 'run its course', adding that the move was based on protecting the financial interests of its members. The FA is considering a shake-up of its sponsorship programme and could offer a new partner greater association with either the FA Cup or the England team as part of any new contract. This could lead to a more valuable agreement, particularly if England does well in the World Cup. The FA's other main commercial partners are Umbro, Carlsberg, McDonald's and Pepsi. Although the news about the FA comes on the heels about Vodafone pulling out of their shirt sponsorship deal with Manchester United, the wider sports sponsorship market continues to grow. Brewers believe that sports sponsorship is one of the most effective ways to reach young people.
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