Nationwide to review sponsorship strategy

Nationwide is to review the role sponsorship plays in its marketing mix following confirmation that it is to end its 11-year partnership with the England team.

Nationwide

The building society’s decision had been expected after it indicated earlier this month it was unlikely to continue its backing after the deal expires this month.

The financial services firm has also ended its sponsorship of the Scotland, Wales and Northern Ireland teams, bringing to an end over a decade of involvement in football that also included a stint as title sponsor of the Conference.

Nationwide says it is “currently re-focussing its marketing priorities”. It will look at arts, music and cultural properties going forward in addition to sport.

It sponsored the Mercury music prize for four years before Barclaycard took over in 2008.

Nationwide is said to have tabled an offer of £20m to extend the partnership for a further four years, but this was rejected by the Football Association.

The FA will now focus on finding a new lead partner ahead of the friendly match against Hungary at Wembley on 11 August. Spanish bank Santander, Orange and Blackberry are said to be contenders to take over.

The Marketing Week Sponsorship Summit 2010 takes place on 20 and 21 October. See www.thesponsorshipsummit.com

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