UK domestic utility company npower is understood to have signed up as a sponsor of the FA Premier League, in an estimated &£3m deal.
The contract, which marks the company’s debut in sports sponsorship, will incorporate npower-branded perimeter boards at all Premiership grounds, and the right to use the Premier League logo in its marketing.
The National Power subsidiary launched its first TV and poster campaign earlier this year, through TBWA GGT Simons Palmer, and is understood to have a &£20m marketing budget set aside for this year.
It is likely to use the sponsorship to boost its appeal among young men for a new range of products and services, such as own-brand white and brown goods. It also plans to offer a special discounted tariff for online subscribers (MW July 27).
Npower joins the likes of McDonald’s, Sky Sports, The Daily Telegraph and Procter & Gamble brand Wash & Go as a second-tier sponsor. There are now ten sponsors, including smaller deals with brands such as Lucozade and Yorkie.
Speculation is mounting over the future of the headline deal, held by Bass Brewers’ brand Carling. Top brands, including Pepsi, Coca-Cola and Barclaycard, are understood to be eyeing the contract, which expires at the end of next season.