FA signs Nivea as sponsor

The Football Association has signed a four-year sponsorship deal with grooming brand Nivea For Men.

England football team

The cosmetics firm will become the official men’s grooming supplier to the England football team.

Nivea is the the latest partner under the FA’s new sponsorship structure following recent deals with Fiat, 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 FA is expected to announce another sponsorship deal later this week.

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