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FA could offer cut price sponsorship deal

Thu 30th Sep 2010 | Football Sponsorship

The Football Association’s new sponsor for the national team could be paying just £3 million a year according to Nick Pocock, Managing Director of sports broker Hedgehog Cover.


Nationwide Building Society ended its 11-year sponsorship of the England football team in July, after the FA turned down its £20 million offer to extend the partnership for another four years in 2009.


“The FA naturally wants to get as much money as it can from a sponsor, but surely they can see that it’s time to move the goalposts,” said Pocock. “A package could be put together which would cost a sponsor around £12 million over a four-year period, but which could reach £50 million for the FA if England were to be successful at the major tournaments.


“Bonuses would be triggered if England firstly qualified for the two major championships and progressed from the group stages, and then for reaching each subsequent round of the tournament.”

The FA have struggled to attract a high profile sponsor after a turbulent summer in which the England team had a poor World Cup and the high profile resignations of Chairman Lord Triesman and CEO Ian Watmore.



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