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.

Sponsorship deals[edit]

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.[1]

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 after a $17.1 million agreement with Bass Brewery was vetoed by Arsenal, Liverpool and Nottingham Forest[2]).

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,[3] and by AXA Insurance for four seasons starting in 1998.[4] 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.[5][6] 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.[7] From the 2011-12 season, the FA Cup has been sponsored by Budweiser Beer and known as the FA Cup with Budweiser.[8] The sponsorship is due to last until 2014.

Summary of competition sponsorship deals[edit]

Season Premier League The Football League Football Conference FA Cup League Cup Football League Trophy
1982–1983 Did not exist Milk Marketing Board
(Milk Cup)[1]
1983–1984 Canon
(Canon League)
1984–1985 Gola
(Gola League)
Freight Rover
(Freight Rover Trophy)
1985–1986
1986–1987 Today
(Today League)
General Motors
(GM Vauxhall Conference)
Littlewoods
(Littlewoods Challenge Cup)[1]
1987–1988 Barclays
(Barclays League)
Sherpa Van
(Sherpa Van Trophy)
1988–1989
1989–1990 Leyland DAF
(Leyland DAF Cup)
1990–1991 Rumbelows
(Rumbelows Cup)[1]
1991–1992 Autoglass
(Autoglass Trophy)
1992–1993 Coca-Cola
(Coca-Cola Cup)[9]
1993–1994 Carling
(FA Carling Premiership)[10][11]
Endsleigh
(Endsleigh League)[12]
1994–1995 Littlewoods
(FA Cup sponsored by Littlewoods)[3]
Auto Windscreens
(Auto Windscreens Shield)
1995–1996
1996–1997 Nationwide
(Nationwide Football League)
1997–1998
1998–1999 Nationwide
(Nationwide Conference)[13]
AXA
(AXA-Sponsored FA Cup)[4]
Worthington
(Worthington Cup)[14]
1999–2000
2000–2001 LDV Vans
(LDV Vans Trophy)[15]
2001–2002 Barclaycard
(Barclaycard Premiership)[11][16]
2002–2003
2003–2004 Carling
(Carling Cup)[17]
2004–2005 Barclays
(2004-2007:
Barclays Premiership)
(2007-2016:
Barclays Premier League)[11][18][11][19][20]
Coca-Cola
(Coca-Cola Football League)[21][22]
2005–2006
2006–2007 E.ON
(The FA Cup sponsored by E.ON)[7][23]
Johnstone's Paint
(Johnstone's Paint Trophy)[24][25][26]
2007–2008 Blue Square
(2007-2010:
Blue Square Premier
Blue Square North
Blue Square South)
(2010-2013:
Blue Square Bet Premier
Blue Square Bet North
Blue Square Bet South)[27][28][29]
2008–2009
2009–2010
2010-2011 npower
(npower Football League)[30][31]
2011-2012 Budweiser
(The FA Cup with Budweiser)[8]
2012-2013 Capital One
(Capital One Cup)[32]
2013–2014 Sky Bet
(The SkyBet Football League)[33]
Skrill
(The Skrill Premier
The Skrill North
The Skrill South)[34][35]
2014–2015
2015–2016
2016–2017
2017–2018

Summary of shirt sponsorship deals[edit]

Sortable table
Club Start Date End Date Deal worth Yearly worth
Arsenal 2014 2019 £150 Million £30 Million
Man United 2014 2021 £315 Million £45 Million
Liverpool 2010 2014 £80 Million £20 Million
Aston Villa 2011 2013 £16 Million £8 Million
Chelsea 2012 2015 £41.4 Million £13.8 Million
Everton 2010 2013 £12 Million £4 Million
Fulham 2010 2013 £12.6 Million £4.2 Million
Man City 2012 2022 £400 Million £40 Million
Newcastle 2012 2014 £20 Million £10 Million
Norwich 2012 2016 £4 Million £1 Million
QPR 2011 2013 £5 Million £2.5 Million
Reading 2008 2013 £2.5 Million £0.5 Million
Southampton 2011 2014 £3 Million £1 Million
Stoke 2012 2015 £3.9 Million £1.3 Million
Sunderland 2012 2014 £40 Million £20 Million
Swansea 2009 2014 £5.5 Million £1.1 Million
Tottenham 2010 2013 £30 Million £10 Million
West Brom 2012 2015 £4.5 Million £1.5 Million
West Ham 2008 2013 £10.5 Million £1.7 Million
Wigan 2011 2014 £3 Million £1 Million

[36]

Summary of kit sponsorship deals[edit]

Sortable table
Club End Date Yearly worth Sponsor
Man United 2015 £23 Million Nike[37]
Man City 2019 £12 Million Nike[37]
Liverpool 2018 £25 Million Warrior[37]
Chelsea 2018 £20 Million Adidas[37]
Tottenham 2018 £10 Million Under Armour[38]
Arsenal 2014 £13 Million Nike[37]


References[edit]

  1. ^ a b c d Sharkey, Peter (11 November 2002). "Why League Cup is vital to survival". Liverpool Echo. Retrieved 15 March 2013. 
  2. ^ "Sport Shorts". Sun Journal (Lewiston). Associated Press. 4 August 1992. Retrieved 28 May 2013. 
  3. ^ a b "F.A. Cup Soccer Gets A Sponsor". New York Times. 2 September 1994. Retrieved 13 August 2006. 
  4. ^ a b "Axa wins FA Cup". BBC Sport. 23 July 1998. Retrieved 21 September 2011. 
  5. ^ "FA breaks AXA link". BBC Sport. 1 March 2002. Retrieved 21 September 2011. 
  6. ^ Tongue, Steve (29 September 2001). "Sponsor's fury over FA Cup". The Independent. Retrieved 21 September 2011. 
  7. ^ a b "FA announces new Cup sponsorship". BBC Sport. 3 February 2006. 
  8. ^ a b "FA Cup to be sponsored by Budweiser beer". BBC News. 16 June 2011. 
  9. ^ "Football: Coca-Cola sign Cup deal". London: The Independent. 1 August 1992. Retrieved 21 September 2011. 
  10. ^ Haylett, Trevor (20 February 1993). "Football: Carling backs Premier League". The Independent. Retrieved 21 September 2011. 
  11. ^ a b c d "A History of The Premier League". Premier League. Retrieved 21 September 2011. 
  12. ^ White, Clive (23 July 1993). "Football: Venables considers share sale: Movement at Spurs as shame of Spain allows host to resign". The Independent. Retrieved 21 September 2011. 
  13. ^ "New sponsorship deal for Conference". BBC Sport. 17 April 2001. Retrieved 5 September 2011. 
  14. ^ Bond, David (3 April 2002). "Worthington to end Cup sponsorship". London Evening Standard. Retrieved 5 September 2011. 
  15. ^ "Three More Years For The LDV Vans Trophy". chesterfield-fc.co.uk (Chesterfield F.C.). 17 November 2004. Retrieved 5 September 2011. 
  16. ^ "Barclaycard to back Premier League". BBC Sport. 30 April 2001. Retrieved 21 September 2011. 
  17. ^ "Carling Cup sponsorship extended". BBC Sport. 18 December 2008. 
  18. ^ Kleinman, Mark (3 October 2003). "Premiership name set to change with £57m Barclays deal". Marketing Magazine. Retrieved 21 September 2011. 
  19. ^ "Barclays renews Premier League sponsorship". Premier League. 26 October 2009. 
  20. ^ "Premier League and Barclays sign new three-year deal". BBC Sport. 13 July 2012. Retrieved 13 July 2012. 
  21. ^ "League reveals new deal". BBC Sport. 27 February 2004. Retrieved 5 September 2011. 
  22. ^ "Coca-Cola And The Football League Sign New Deal". nottinghamforest.co.uk (Nottingham Forest F.C.). 12 March 2007. Retrieved 30 April 2012. 
  23. ^ "E.ON deal extended". thefa.com (The Football Association). 18 June 2010. Archived from the original on 16 September 2010. Retrieved 17 April 2012. 
  24. ^ "League extends Trophy sponsorship". BBC Sport. 11 December 2008. 
  25. ^ "Forest's Paint Job". nottinghamforest.co.uk (Nottingham Forest F.C.). 15 May 2006. Retrieved 30 April 2012. 
  26. ^ "Johnstone's Paint Trophy a firm fixture until 2015". football-league.co.uk (The Football League). 14 December 2011. Retrieved 13 June 2012. 
  27. ^ "Conference announces new sponsors". BBC Sport. 11 April 2007. Retrieved 5 September 2011. 
  28. ^ "Blue Square Extend Sponsorship of the Football Conference". Football Conference. 1 April 2010. Archived from the original on 24 July 2010. Retrieved 17 April 2012. 
  29. ^ "Blue Square Extend Sponsorship of the Football Conference". thelambs.com (Tamworth F.C.). 2 April 2010. Retrieved 5 September 2011. 
  30. ^ "Npower set to light up the League". The Football League. 16 March 2010. Archived from the original on 22 March 2010. Retrieved 17 April 2012. 
  31. ^ "Football League names Npower as new sponsor". BBC News. 16 March 2010. Retrieved 5 September 2011. 
  32. ^ "League Cup to be rebranded Capital One Cup in new deal". BBC Sport. 1 June 2012. Retrieved 13 June 2012. 
  33. ^ "League and Sky Sports agree new broadcasting partnership". The Football League. Retrieved 1 August 2013. 
  34. ^ "Skrill is the new title sponsor for the Football Conference Leagues". Skrill. 26 July 2013. Retrieved 23 January 2014. 
  35. ^ "Football Conference and Skrill". Football Conference. 3 February 2014. Retrieved 3 February 2014. 
  36. ^ Bryan, Lee (14 November 2012). "Liverpool can't buy a win at home or abroad but expect to IMPROVE £20m shirt deal". Daily Mail. Retrieved 8 April 2013. 
  37. ^ a b c d e Ogden, Mark (4 May 2012). "Manchester City's six-year kit deal with Nike could earn the Premier League leaders up to £12million a year". The Daily Telegraph. Retrieved 8 April 2013. 
  38. ^ "In the money! Spurs announce new £50m kit deal with US manufacturer Under Armour". Daily Mail. 8 March 2011. Retrieved 8 April 2013. 

External links[edit]