FA signs Fiat as sponsor

The Football Association has signed a four-year sponsorship deal with Fiat.

The automotive brand will become official supplier to the England team and Wembley Stadium.

The marque is the latest partner under the FA’s new sponsorship structure following recent deals with Mars, McDonalds and Carlsberg.

However, the governing body is still looking for to secure a headline sponsor for the FA Cup after energy firm Eon announced last year that it would not be extending its partnership beyond this season.

It is also still locked in negotiations with England team sponsor Nationwide about extending the financial services brand’s current agreement after it expires in June but is also talking to other potential partners after the mutual’s right to exclusive negotiations expired.

The FA is understood to want £30m from the deal but Nationwide has only offered £20m. According to some reports, the FA is also talking to Hyundai and Blackberry.

The Fiat deal is expected to be the first of three suppliers to be unveiled over the next week.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here