Npower confirms £21m Football League sponsorship

Npower is to announce a £21m three-year deal to replace Coca-Cola as sponsor of the Football League later today (16 March).

The energy supplier has agreed a deal believed to be worth about £7m a year to sponsor The Championship, League One and League Two.

It is understood the deal is an improvement on the Football League’s previous agreement with Coca-Cola that was said to be worth about £5m per year.

The sponsorship starts next season and extends Npower’s football partnership portfolio. It recently agreed a deal to sponsor England’s bid to host the 2018 World Cup and the company is a long-term partner of Wembley Stadium.

The new deal includes incentives for fans of the League’s 72 clubs to switch their gas and/or electricity supply to npower. It will also see the energy supplier become the new title sponsor of The Football League Community Cup, the annual six-a-side competitions for teams of mixed Under-11’s and Under-13 girls.

The Football League and Coca-Cola announced the end of their six-year partnership in May. It is understood the football body wanted more money from the soft drinks giant in the wake of an improved television deal that saw an additional 10 live matches screened on the BBC and a weekly highlights show added to BSkyB’s existing coverage.

Npower also sponsors the English cricket team’s home test series’ against Australia. It is also understood to be in advanced negotiations to take over from Coca-Cola as title sponsor of the Football League.

The energy supplier has also unveiled a new red and blue logo designed by WPA Pinfold (see related image).

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