English football sponsorship
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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[2]. 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[3][4]. From 2006 to 2011, the FA Cup was known as "The FA Cup sponsored by E.ON" due to a deal with energy company E.ON.[5] From the 2011-2012 season, the FA Cup will be sponsored by Budweiser Beer and will be known as the FA Cup with Budweiser.[6] The sponsorship is due to last until 2014.
[edit] Summary of competition sponsorship deals
| Season | Premier League | The Football League | Football Conference | FA Cup | League Cup | Football League Trophy |
|---|---|---|---|---|---|---|
| 1982–1983 | Milk Marketing Board (Milk Cup) |
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| 1983–1984 | Canon (Canon League) |
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| 1984–1985 | Gola (Gola League) |
Freight Rover (Freight Rover Trophy) |
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| 1985–1986 | ||||||
| 1986–1987 | Today (Today League) |
General Motors (GM Vauxhall Conference) |
Littlewoods (Littlewoods Challenge Cup) |
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| 1987–1988 | Barclays (Barclays League) |
Sherpa Van (Sherpa Van Trophy) |
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| 1988–1989 | ||||||
| 1989–1990 | Leyland DAF (Leyland DAF Cup) |
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| 1990–1991 | Rumbelows (Rumbelows Cup) |
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| 1991–1992 | Autoglass (Autoglass Trophy) |
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| 1992–1993 | Coca-Cola (Coca-Cola Cup)[7] |
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| 1993–1994 | Carling (FA Carling Premiership)[8][9] |
Endsleigh (Endsleigh League)[10] |
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| 1994–1995 | Littlewoods (FA Cup sponsored by Littlewoods)[1] |
Auto Windscreens (Auto Windscreens Shield) |
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| 1995–1996 | ||||||
| 1996–1997 | Nationwide (Nationwide Football League) |
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| 1997–1998 | ||||||
| 1998–1999 | Nationwide (Nationwide Conference)[11] |
AXA (AXA-Sponsored FA Cup)[2] |
Worthington (Worthington Cup)[12] |
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| 1999–2000 | ||||||
| 2000–2001 | LDV Vans (LDV Vans Trophy)[13] |
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| 2001–2002 | Barclaycard (Barclaycard Premiership)[9][14] |
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| 2002–2003 | ||||||
| 2003–2004 | Carling (Carling Cup)[15] |
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| 2004–2005 | Barclays (Barclays Premiership)[9][16] |
Coca-Cola (Coca-Cola Football League)[17] |
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| 2005–2006 | ||||||
| 2006–2007 | E.ON (The FA Cup sponsored by E.ON)[5][18] |
Johnstone's Paint (Johnstone's Paint Trophy)[19] |
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| 2007–2008 | Barclays (Barclays Premier League)[9][20] |
Blue Square (Blue Square Premier Blue Square North Blue Square South) [21] |
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| 2008–2009 | ||||||
| 2009–2010 | ||||||
| 2010-2011 | npower (npower Football League)[22][23] |
Blue Square Bet (Blue Square Bet Premier Blue Square Bet North Blue Square Bet South)[24][25] |
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| 2011-2012 | Budweiser (The FA Cup with Budweiser)[6] |
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| 2012-2013 | ||||||
| 2013-2014 |
[edit] References
- ^ a b "F.A. Cup Soccer Gets A Sponsor". New York Times. 2 September 1994. http://query.nytimes.com/gst/fullpage.html?res=9401E1DF1538F931A3575AC0A962958260. Retrieved 13 August 2006.
- ^ a b "Axa wins FA Cup". BBC News. 23 July 1998. http://news.bbc.co.uk/1/hi/sport/football/138103.stm. Retrieved 21 September 2011.
- ^ "FA breaks AXA link". BBC Sport. 1 March 2002. http://news.bbc.co.uk/sport1/hi/football/fa_cup/1847693.stm. Retrieved 21 September 2011.
- ^ Tongue, Steve (29 September 2001). "Sponsor's fury over FA Cup". London: The Independent. http://www.independent.co.uk/sport/football/news-and-comment/sponsors-fury-over-fa-cup-671260.html. Retrieved 21 September 2011.
- ^ a b "FA announces new Cup sponsorship". BBC Sport. 3 February 2006. http://news.bbc.co.uk/sport1/hi/football/fa_cup/4676576.stm.
- ^ a b "FA Cup to be sponsored by Budweiser beer". BBC News. 16 June 2011. http://www.bbc.co.uk/news/business-13792977.
- ^ "Football: Coca-Cola sign Cup deal". London: The Independent. 1 August 1992. http://www.independent.co.uk/sport/football-cocacola-sign-cup-deal-1537521.html. Retrieved 21 September 2011.
- ^ Haylett, Trevor (20 February 1993). "Football: Carling backs Premier League". London: The Independent. http://www.independent.co.uk/sport/football-carling-backs-premier-league-1474014.html. Retrieved 21 September 2011.
- ^ a b c d "A History of The Premier League". Premier League. http://www.premierleague.com/page/History. Retrieved 21 September 2011.
- ^ White, Clive (23 July 1993). "Football: Venables considers share sale: Movement at Spurs as shame of Spain allows host to resign". London: The Independent. http://www.independent.co.uk/sport/football-venables-considers-share-sale-movement-at-spurs-as-shame-of-spain-allows-hosts-to-reign-1486690.html. Retrieved 21 September 2011.
- ^ "New sponsorship deal for Conference". BBC Sport. 17 April 2001. http://news.bbc.co.uk/sport1/hi/football/eng_conf/1282001.stm. Retrieved 5 September 2011.
- ^ Bond, David (3 April 2002). "Worthington to end Cup sponsorship". London Evening Standard. http://www.thisislondon.co.uk/sport/article-352350-worthington-to-end-cup-sponsorship.do. Retrieved 5 September 2011.
- ^ "Three More Years For The LDV Vans Trophy". Chesterfield F.C.. 17 November 2004. http://www.chesterfield-fc.co.uk/page/NewsDetail/0,,10435~557826,00.html. Retrieved 5 September 2011.
- ^ "Barclaycard to back Premier League". BBC Sport. 30 April 2001. http://news.bbc.co.uk/sport1/hi/football/eng_prem/1305425.stm. Retrieved 21 September 2011.
- ^ "Carling Cup sponsorship extended". BBC Sport. 18 December 2008. http://news.bbc.co.uk/sport1/hi/football/league_cup/7788997.stm.
- ^ Kleinman, Mark (3 October 2003). "Premiership name set to change with £57m Barclays deal". Marketing Magazine. http://www.marketingmagazine.co.uk/news/192068/Premiership-name-set-change-57m-Barclays-deal/. Retrieved 21 September 2011.
- ^ "League reveals new deal". BBC Sport. 27 February 2004. http://news.bbc.co.uk/sport1/hi/football/3492654.stm. Retrieved 5 September 2011.
- ^ "E.ON deal extended". The Football Association. 18 June 2010. http://www.thefa.com/TheFACup/FACompetitions/TheFACup/NewsAndFeatures/2010/eon-180610.
- ^ "League extends Trophy sponsorship". BBC Sport. 11 December 2008. http://news.bbc.co.uk/sport1/hi/football/7778549.stm.
- ^ "Barclays renews Premier League sponsorship". Premier League. 26 October 2009. http://www.premierleague.com/page/Headlines/0,,12306~1835324,00.html.
- ^ "Conference announces new sponsors". BBC Sport. 11 April 2007. http://news.bbc.co.uk/sport1/hi/football/eng_conf/6544241.stm. Retrieved 5 September 2011.
- ^ http://www.football-league.co.uk/footballleaguenews/20100316/npower-set-to-light-up-the-league_2246528_1995751[dead link]
- ^ "Football League names Npower as new sponsor". BBC News. 16 March 2010. http://news.bbc.co.uk/1/hi/business/8570749.stm. Retrieved 5 September 2011.
- ^ http://www.footballconference.co.uk/news/3110/BLUE_SQUARE_EXTEND_SPONSORSHIP.html[dead link]
- ^ "Blue Square Extend Sponsorship Of The Football Conference". Tamworth F.C.. 2 April 2010. http://www.thelambs.co.uk/news/blue-square-extend-sponsorship-of-the-football-conference-1169.htm. Retrieved 5 September 2011.
[edit] External links
- Branding, sponsorship and commerce in football from the Centre for the Sociology of Sport at the University of Leicester
