Nationwide cuts sponsorship team after review

Nationwide is cutting its sponsorship division following the end of its 11-year partnership with the England football team in July this year.

The building society is consulting with all five members of the department, including sponsorship manager Chris Hull. Alternative roles are being sought for those affected.

Nationwide has also ended its backing of the Scotland, Wales and Northern Ireland teams, bringing to an end its support of football that also included a stint as title sponsor of the top tier of the England FA’s non-league structure and a spell as Swindon Town FC’s shirt sponsor.

Nationwide head of brand marketing Alastair Pegg says the sponsorship team members were hired because of their football expertise during its involvement in the sport.

“Sponsorship is still a legitimate part of the marketing mix,” he says. “But there is no immediate plan to return to football sponsorship.”

When Nationwide ended its agreement with the Football Association to sponsor England, it said it was “re-focusing its marketing priorities” to look at arts, music and cultural properties in addition to sport.

It is understood that Nationwide refused to match the FA’s asking price for the lead partnership. The FA has still to replace Nationwide.

The building society sponsored the Mercury music prize for four years before Barclaycard took over in 2008.

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 3711 or email

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