Zoopla ends West Bromwich Albion deal following Anelka row

Zoopla will not renew its sponsorship deal with Premier League club West Bromwich Albion, citing the “actions” of striker Nicolas Anelka as the principal reason.

Zoopla has axed its deal with West Brom following Anelka’s controversial goal celebration.

The property portal is severing its ties to the club after weeks of deliberation following the player’s controversial ‘quenelle’ goal celebration. The gesture, which is said to have anti-Semitic connotations, is understood to have sparked fears from the property portal over tarnishing it Jewish roots.

Lawrence Hall, head of communications at Zoopla, says: “Through our sponsorship of West Bromwich Albion we are pleased to have supported the local community and charities. In recent weeks, however, we have decided to re-evaluate this sponsorship and as a result we will focus our attention on other marketing activities from the end of the season.”

Zoopla’s two-year deal with the club ends this season and the business says it has decided to focus its attention on other marketing activities moving forward.

The announcement comes just days after it was first revealed to Marketing Week the property business was on the brink of walking away from the West Midlands club.

West Brom said at the time it would not comment on the matter until after Football Association has concluded its investigation, which is due later today (20 January).

West Brom could not be reached by the time this article was published.

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 customerservices@marketingweek.com

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