National Express dumps FA sponsorship

The Football Association’s financial problems are deepening as National Express will not be renewing its multi-million pound sponsorship.

National Express
National Express

The news comes only months after E.ON decided not to renew its sponsorship deal with the FA.

National Express’s chief executive, Dean Finch reportedly says the company will not be renewing a deal as the official transport partner of the England team and FA Cup.

The previous deal was made by his predecessor, Richard Bowker, who resigned last year.

Finch reportedly says: “We will not be renewing it. We are better focused elsewhere. I am not compelled by the impact of that sponsorship.”

However, some elements of the sponsorship, relating to Wembley Stadium may be saved.

A spokeswoman says: “We are still in discussions with the FA to continue some parts of our sponsorship.”

The FA has renewed lower-level deals with Carlsberg and the kit supplier Umbro, and signed new agreements with Mars and Virgin Atlantic.

FA chief executive Ian Watmore resigned in March after less than a year in the job. Interim chief Alex Horne was subsequently appointed while a new chief executive for the organisation is sought.

This story first appeared on pitch

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 3703 or email customerservices@marketingweek.com

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