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.


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

Latest from Marketing Week


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


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.


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.


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

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