Sponsorship damaged FA Cup

The FA Cup stopped being so special the moment it was sponsored. As someone who deals with sponsorship my heart hit my boots when the FA Cup started down this route.

The FA Cup’s raison d’être was entertaining football and the anticipation of matches between league giants and some blokes who get a week off from fitting double glazing to practise facing Leeds United or Chelsea.

It was never about the money. Now it’s been tainted in such a crass way; hearing commentators getting their chops round “the Axa-sponsored FA Cup” I ask you! Who the bloody hell is Axa anyway?

Sponsorship is great but has the potential to damage; it’s my belief that it is a significant factor in the departure of FA Cup romance.

David Pincott

Pirate Communications

London

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