English football sponsorship

Corporate sponsorship of major English football competitions dates back to the early 1980s, although minor competitions such as the Watney Cup and Texaco Cup were sponsored during the early 1970s.

The first competition to negotiate a sponsorship deal was the League Cup, negotiating a deal in 1982 with the Milk Marketing Board. It became known as the "Milk Cup" and has since adopted the name of its sponsors in this same way.

The following season in 1983 the Football League negotiated a sponsorship deal with Canon. Since the formation of the breakaway Premier League in 1992, the competition has struck up its own sponsorship deals separately from the Football League (though it was unsponsored in its first season).

The last major English competition to negotiate a sponsorship deal was in fact its oldest, the FA Cup. The competition was sponsored by Littlewoods for four seasons, starting in 1994, [1] and by AXA Insurance for four seasons starting in 1998. It was always carefully named, being the "AXA-sponsored FA Cup", or the "FA Cup sponsored by AXA", and never the "AXA Cup". From 2002–03 through 2005–06, the FA Cup did not have a dedicated sponsor, but instead shared the team of sponsors of The Football Association. Since the 2006–07 season, the FA Cup has been known as "The FA Cup sponsored by E.ON" due to a deal with energy company E.ON.[2]

Summary of competition sponsorship deals

External links

• Branding, sponsorship and commerce in football from the Centre for the Sociology of Sport at the University of Leicester
• Find Sport Sponsorship. British sport clubs, athletes, agencies and rights owners can list, manage and actively promote their sponsorship & advertising opportunities, extending the reach of their traditional sales methods and gaining year-round exposure to thousands of potential investors throughout the UK.