Magazine article Marketing

Nationwide to Extend Football League Deal

Magazine article Marketing

Nationwide to Extend Football League Deal

Article excerpt

The cash-strapped smaller clubs of the Football League are set to receive a welcome boost with Nationwide, the UK's biggest building society, ready to renew its pounds 3m-a-year title sponsorship of the competition.

The company, which began its association with the League in 1995, is on the verge of signing a three-year extension that will take it to the end of the 2006-07 season. The existing deal expires at the end of the current season.

Sources close to Nationwide said the renewed deal will be valued almost identically to the existing agreement, a scenario that will please embattled clubs, which feared their income from the sponsorship would fall.

Barclays' recently announced pounds 57m deal to sponsor the Premier League from next season is one of the few sponsorships to have shown an increase in value during the advertising downturn.

The Football League is still recovering from the aftermath of last year's ITV Digital debacle, which saw the platform's owners, Carlton and Granada, backtrack on a pounds 315m broadcast rights deal. …

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