Magazine article Marketing

FA Rethinks Team England Sponsor

Magazine article Marketing

FA Rethinks Team England Sponsor

Article excerpt

Nationwide's sponsorship of the England football team looks to be in jeopardy following reports that the Football Association (FA) is considering scrapping brands' association with individual commercial properties.

FA marketing director Paul Barber held a meeting last week with the members of the Football Associates scheme, including Nationwide, FA Cup sponsor AXA and One 2 One, which backed last Sunday's Charity Shield.

He told them that the next four-year phase of the scheme, which begins in 2002, will either see the programme continue in its current format or be replaced with a Champions League-style structure, where several brands sponsor the tournament with no title sponsor.

"One of the two options being considered is that we no longer have title sponsors for any of our properties," said Barber.

"The aim is to have fewer partners, which will have longer and more meaningful partnerships with us."

Sports industry sources say the Champions League-style option is more likely as it will let brands have a relationship with all the FA's properties, rather than just one. …

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