Leaders
Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

England's poor performances may deter sponsors

Tue 29th Jun 2010 | Football Sponsorship

Speculation surrounding Nationwide’s plans for its long-running sponsorship of the England football team intensified this week after the national side was dumped out of the 2010 World Cup by Germany.

According to Marketing Week, Nationwide’s 11- year long contract backing the team is due to an end on July 1. However, the brand has apparently let its exclusive renewal negotiation period run out earlier this year amid reports that the two sides had differing ideas on financial size of the deal.

With England failing to make any further progress in the World Cup it is likely the Football Association’s bargaining position will have been reduced. The building society maintains that it is still in negotiations and no decision has been reached.

Speculation exists that the FA is most likely to seek potential partners within the ’new media’ sector, with brands touted including Facebook to mobile companies such as O2 and Orange.

However, others point to international brands that need to build awareness in the insurance and healthcare sectors as more likely candidates to take Nationwide’s place on shirts.

Meanwhile, the side’s poor performance in South Africa will only have a short term affect on sponsors’ sales projections but won’t dampen the FA’s efforts - or indeed the cost of the deal - to secure future sponsors, according to the European Sponsorship Association chairman Karen Earl.

“[England’s exit from the World Cup] will obviously be disappointing to sponsors who would have had an enormous benefit from the hype generated if the England team had progressed,”she says.

“However, people have short memories and will continue to want to get behind the team and show unity and national pride more long term, and sponsors want to tap into that, and are in it for the long term benefit” she added.

Pippa Collett, managing director of Sponsorship Consulting agrees: “Inevitably in the short term there will be a negative feeling in the country because of the team’s performance, but England has The Premier League, and therefore access to the best players so we’re still in the top league of footballing nations, so England has all to play for when it comes to sponsorship,” she says.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Everton Partner Donates Shirt Sponsorship To Community Foundation

Wed 23rd Aug 2017 | Football Sponsorship

Everton players will be sporting a different logo on the front of their shirts for Thursday’s Europa League play-off round second-leg tie against Hajduk Split in Croatia. Local legislation in...

Stoke City Extend Ties With Local University

Tue 22nd Aug 2017 | Football Sponsorship

Staffordshire University have become Stoke City’s first Education & Lifelong Learning Partner. The Potters have strengthened their existing ties with Staffordshire University with the...

Tottenham Hotspur Calls In Official Mobile Phone Partner

Thu 17th Aug 2017 | Football Sponsorship

Tottenham Hotspur has announced LEAGOO, the China-based smart phone and technology provider, will become the Club’s Official Mobile Phone Partner for five years from the start of the 2017/2018...

JD Become Scottish FA Performance Schools Title Sponsors

Tue 15th Aug 2017 | Football Sponsorship

The Scottish FA has announced JD as the title sponsor of the Performance School programme for the next three years. The partnership was announced as 48 budding footballers were inducted into the...