Siemens mobile phone division has entered a sponsorship deal with the FA Premier League, understood to be worth &£3m.
As a second-tier sponsor, Siemens will have a presence on the perimeter boards at Premiership grounds and will be able to use the Premiership logo in its advertising. It will also have access to corporate hospitality at football matches.
The German company joins a growing list of “associate partners”, which includes McDonald’s, The Daily Telegraph and Sony Computer Entertainment. The Premier League has confirmed that it signed a similar &£3m contract with utility company npower (MW August 10).
This latest deal marks Siemens second entry into sports sponsorship. It is also a multi-million pound supplier of Formula One, and has an additional sponsorship with F1 racing team McLaren.
An FA Premiership spokeswoman says: “Siemens will have all the opportunities open to our standard associate partners.”
Bass Brewers’ brand Carling holds the licence as the FA Premier League’s title sponsor until the end of next season. Pepsi, Coca-Cola and Barclaycard are understood to be contenders for the next licence period.