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 to the 2013–14 season, the FA Cup was sponsored by Budweiser Beer and known as the FA Cup with Budweiser.[8]

Summary of competition sponsorship deals[edit]

Season Premier League English Football League National League FA Cup FA Community Shield EFL Cup EFL Trophy
1982–83 Did not exist No sponsor No sponsor No sponsor No sponsor Milk Marketing Board
(Milk Cup)[1]
No sponsor
1983–84 Canon
(Canon League)
1984–85 Gola
(Gola League)
General Motors
(1984:
FA Charity Shield sponsored by General Motors)
(1985–1987:
General Motors FA Charity Shield)
Freight Rover
(Freight Rover Trophy)
1985–86
1986–87 Today
(Today League)
General Motors
(GM Vauxhall Conference)
Littlewoods
(Littlewoods Challenge Cup)[1]
1987–88 Barclays
(Barclays League)
Sherpa Van
(Sherpa Van Trophy)
1988–89 No sponsor
1989–90 Wellpark Brewery
(Tennent's FA Charity Shield)
Leyland DAF
(Leyland DAF Cup)
1990–91 Rumbelows
(Rumbelows Cup)[1]
1991–92 Autoglass
(Autoglass Trophy)
1992–93 No sponsor Coca-Cola
(Coca-Cola Cup)[9]
1993–94 Carling
(FA Carling Premiership)[10][11]
Endsleigh
(Endsleigh League)[12]
No sponsor
1994–95 Littlewoods
(FA Cup sponsored by Littlewoods)[3]
Auto Windscreens
(Auto Windscreens Shield)
1995–96 Littlewoods
(Littlewoods FA Charity Shield)
1996–97 Nationwide
(Nationwide Football League)
1997–98
1998–99 Nationwide
(Nationwide Conference)[13]
AXA
(AXA-Sponsored FA Cup)[4]
AXA
(AXA FA Charity Shield)
Worthington Brewery
(Worthington Cup)[14]
1999–2000 One2One
(One2One FA Charity Shield)
2000–01 LDV Vans
(LDV Vans Trophy)[15]
2001–02 Barclaycard
(FA Barclaycard Premiership)[11][16]
2002–03 No sponsor McDonald's
(2002–2006:
The FA Community Shield in partnership with McDonald's)
(2007–2013:
The FA Community Shield sponsored by McDonald's)
(2014–2017:
The FA Community Shield supported by McDonald's)
2003–04 Carling
(Carling Cup)[17]
2004–05 Barclays
(2004–07:
FA Barclays Premiership)
(2007–16:
Barclays Premier League)[11][11][18][19][20]
Coca-Cola
(Coca-Cola Football League)[21][22]
2005–06 No sponsor
2006–07 E.ON
(The FA Cup sponsored by E.ON)[7][23]
Johnstone's Paint
(Johnstone's Paint Trophy)[24][25][26]
2007–08 Blue Square
(2007–10:
Blue Square Premier
Blue Square North
Blue Square South)
(2010–13:
Blue Square Bet Premier
Blue Square Bet North
Blue Square Bet South)[27][28][29]
2008–09
2009–10
2010–11 npower
(npower Football League)[30][31]
2011–12 Budweiser
(The FA Cup with Budweiser)[8]
2012–13 Capital One
(Capital One Cup)[32]
2013–14 Sky Bet
(2013–16:
Sky Bet Football League[33]
2016–19:
Sky Bet EFL)
Skrill
(The Skrill Premier
The Skrill North
The Skrill South)[34][35]
2014–15 Vanarama
(2014–15:
Vanarama Conference
Vanarama Conference North
Vanarama Conference South)
(2015–18:
Vanarama National League
Vanarama National League North
Vanarama National League South)
No sponsor
2015–16 Emirates
(The Emirates FA Cup)[36]
2016–17 No sponsor[37] No sponsor Checkatrade
(Checkatrade Trophy)[38]
2017–18 Carabao Energy Drink
(Carabao Cup)[39]
2018–19
2019–20
2020–21

Summary of front of shirt sponsorship deals[edit]

Club Sponsor Start date End date Amount Per year
Arsenal Fly Emirates 2014 2019 £150m £30m
Man United Chevrolet 2014 2021 £371m £53m
Liverpool Standard Chartered 2015 2019[40] £120m £30m
Aston Villa Genting Casino 2011 2013 £16m £8m
Chelsea Yokohama Tyres 2015 2020 £200m £40m
Everton Sportpesa 2010 2017 £12m £4m
Fulham FxPro 2010 2013 £12.6m £4.2m
Man City Etihad Airways 2012 2022 £200m £20m
Newcastle Fun88 2017 2020 £24m £8m
Norwich Aviva 2012 2016 £4m £1m
QPR AirAsia 2011 2013 £5m £2.5m
Reading Waitrose 2008 2013 £2.5m £0.5m
Southampton Virgin Media 2011 2014 £3m £1m
Stoke City bet365 2012 2015 £3.9m £1.3m
Sunderland Dafabet 2012 2014 £40m £20m
Swansea 32Red 2009 2013 £5.5m £1.1m
Tottenham AIA 2010 2013 £30m £10m
West Brom Zoopla 2012 2015 £4.5m £1.5m
West Ham Betway 2008 2013 £10.5m £1.7m

[41]

Summary of kit manufacturer deals[edit]

Club End date Per year Manufacturer
Man United 2025 £75m Adidas[42]
Chelsea 2032 £60m Nike [43]
Arsenal 2019 £34m Puma[44]
Liverpool 2025 £28m New Balance[42]
Tottenham 2023 £25m Nike [45]
Man City 2019 £12m Nike[42]

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". The Independent. London. 1 August 1992. Archived from the original on 12 November 2012. 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. Archived from the original on 3 October 2011. 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. Archived from the original on 13 September 2012. Retrieved 5 September 2011. 
  15. ^ "Three More Years for the LDV Vans Trophy". chesterfield-fc.co.uk. Chesterfield F.C. 17 November 2004. Archived from the original on 8 September 2012. 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. Archived from the original on 25 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. Archived from the original on 5 August 2012. 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. Archived from the original on 5 August 2012. Retrieved 30 April 2012. 
  26. ^ "Johnstone's Paint Trophy a firm fixture until 2015". football-league.co.uk. The Football League. 14 December 2011. Archived from the original on 7 September 2012. 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 5 April 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. ^ "FA Cup get first title sponsor following deal with Emirates Airline". BBC Sport. 30 May 2015. Retrieved 30 May 2015. 
  37. ^ "Premier League closes door on sponsorship from 2016-17". ESPN FC. 4 June 2015. Retrieved 20 February 2017. 
  38. ^ "EFL Trophy: Checkatrade check in as Trophy title sponsor". English Football League. 4 August 2016. Retrieved 5 August 2016. 
  39. ^ "EFL Cup to become Carabao Cup next season". theguardian.com. Guardian Media Group. Press Association. 4 November 2016. Retrieved 4 November 2016. 
  40. ^ "Liverpool FC extend Standard Chartered sponsorship deal". Liverpool Echo. Retrieved 15 March 2014. 
  41. ^ 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. 
  42. ^ a b c 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. 
  43. ^ "Chelsea confirm huge £60m-a-year deal with Nike until 2032". The Telegraph. Retrieved 14 October 2016. 
  44. ^ "Arsenal agree £170m kit deal with Puma". Daily Mirror. 8 May 2014. Retrieved 7 May 2013. 
  45. ^ "Tottenham confirm new multi-year shirt deal with Nike from 2017/18". Evening Standard. Retrieved 30 June 2017. 

External links[edit]