FA to review its sponsor format

The Football Association is reviewing its sponsorship structure with a view to scrapping its &£100m five-pillar sponsorship programme after existing deals expire in 2006.

The FA is looking at creating joint deals between its sponsorship properties, including the England team and the FA Cup, and the rights to Wembley Stadium. It will enter negotiations with its five existing sponsors Carlsberg, McDonald’s, Nationwide, Pepsi and Umbro in August next year.

FA commercial director Jonathan Hill is overseeing the sponsorship review.

The existing five-pillar sponsorship structure was created by ousted chief executive Adam Crozier and former FA marketing director Paul Barber. Hill replaced Barber last year after Mark Palios was appointed chief executive (MW December 4, 2003).

An FA source says: “The format will change because we have a new commercial director with his own ideas. Hill will look at how the FA fits with the Wembley sponsorship, as there is potential for joint deals. Wembley opens in 2006 and the contracts are up for renewal at exactly the same time.”

One sponsor source confirms the FA’s existing sponsorship partners still do not know what format the FA will offer at the negotiating table.


    Leave a comment