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

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

Season Premier League The Football League National League FA Cup League Cup Football League Trophy
1982–83 Did not exist Milk Marketing Board
(Milk Cup)[1]
1983–84 Canon
(Canon League)
1984–85 Gola
(Gola League)		 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
1989–90 Leyland DAF
(Leyland DAF Cup)
1990–91 Rumbelows
(Rumbelows Cup)[1]
1991–92 Autoglass
(Autoglass Trophy)
1992–93 Coca-Cola
(Coca-Cola Cup)[9]
1993–94 Carling
(FA Carling Premiership)[10][11]		 Endsleigh
(Endsleigh League)[12]
1994–95 Littlewoods
(FA Cup sponsored by Littlewoods)[3]		 Auto Windscreens
(Auto Windscreens Shield)
1995–96
1996–97 Nationwide
(Nationwide Football League)
1997–98
1998–99 Nationwide
(Nationwide Conference)[13]		 AXA
(AXA-Sponsored FA Cup)[4]		 Worthington
(Worthington Cup)[14]
1999–2000
2000–01 LDV Vans
(LDV Vans Trophy)[15]
2001–02 Barclaycard
(Barclaycard Premiership)[11][16]
2002–03
2003–04 Carling
(Carling Cup)[17]
2004–05 Barclays
(2004–07:
Barclays Premiership)
(2007–16:
Barclays Premier League)[11][11][18][19][20]		 Coca-Cola
(Coca-Cola Football League)[21][22]
2005–06
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
(The Sky Bet Football League)[33]		 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)
(2015–16:
Vanarama National League
Vanarama National League North
Vanarama National League South)
2015–16 Emirates
(The Emirates FA Cup)[36]
2016–17 [37]
2017–18

Summary of shirt sponsorship deals

2012-13

Sortable table
Club Sponsor Start Date End Date Deal worth Yearly worth
Arsenal Fly Emirates 2014 2019 £150 Million £30 Million
Man United Chevrolet 2014 2021 £371 Million £53 Million
Liverpool Standard Chartered 2010 2016 [38] £80 Million £20 Million
Aston Villa Genting Casinos 2011 2013 £16 Million £8 Million
Chelsea Yokohama Tyres 2015 2020 £220 Million £44 Million
Everton Chang Beer 2010 2013 £12 Million £4 Million
Fulham FxPro 2010 2013 £12.6 Million £4.2 Million
Man City Etihad Airways 2012 2022 £200Million £20 Million
Newcastle Virgin Money 2012 2014 £20 Million £10 Million
Norwich Aviva 2012 2016 £4 Million £1 Million
QPR AirAsia 2011 2013 £5 Million £2.5 Million
Reading Waitrose 2008 2013 £2.5 Million £0.5 Million
Southampton aap3 2011 2014 £3 Million £1 Million
Stoke City bet365 2012 2015 £3.9 Million £1.3 Million
Sunderland Bidvest 2012 2014 £40 Million £20 Million
Swansea 32Red 2009 2013 £5.5 Million £1.1 Million
Tottenham Aurasma / Investec 2010 2013 £30 Million £10 Million
West Brom Zoopla 2012 2015 £4.5 Million £1.5 Million
West Ham SBOBET 2008 2013 £10.5 Million £1.7 Million
Wigan 12BET 2011 2014 £3 Million £1 Million

[39]

Summary of kit sponsorship deals

Sortable table
Club End Date Yearly worth Sponsor
Arsenal 2019 £34 Million Puma[40]
Man United 2025 £70 Million Adidas[41]
Man City 2019 £12 Million Nike[41]
Liverpool 2018 £25 Million New Balance[41]
Chelsea 2023 £30 Million Adidas[42]
Tottenham 2018 £10 Million Under Armour[43]

References

[44]

  1. ↑ 1.0 1.1 1.2 1.3 Lua error in package.lua at line 80: module 'strict' not found.
  2. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  3. ↑ 3.0 3.1 Lua error in package.lua at line 80: module 'strict' not found.
  4. ↑ 4.0 4.1 Lua error in package.lua at line 80: module 'strict' not found.
  5. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  6. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  7. ↑ 7.0 7.1 Lua error in package.lua at line 80: module 'strict' not found.
  8. ↑ 8.0 8.1 Lua error in package.lua at line 80: module 'strict' not found.
  9. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  10. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  11. ↑ 11.0 11.1 11.2 11.3 Lua error in package.lua at line 80: module 'strict' not found.
  12. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  13. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  14. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  15. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  16. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  17. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  18. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  19. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  20. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  21. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  22. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  23. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  24. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  25. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  26. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  27. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  28. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  29. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  30. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  31. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  32. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  33. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  34. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  35. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  36. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  37. ↑ http://www.espnfc.com/barclays-premier-league/story/2479193/premier-league-closes-door-on-sponsorship-from-2016-17
  38. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  39. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  40. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  41. ↑ 41.0 41.1 41.2 Lua error in package.lua at line 80: module 'strict' not found.
  42. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  43. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  44. ↑ http://www.bbc.com/news/business-28282444

External links

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