E.on Decides Not To Renew FA Cup Sponsorship
Energy provider E.ON will not be renewing its £32m title sponsorship of the FA Cup after confirming it will not extend its existing contract with The Football Association which expires at the end of this season’s tournament.
E.ON had used its four-year deal to sponsor the competition as the platform for a number of marketing initiatives including encouraging fans to become more environmentally friendly through its ‘Carbon Footyprint’ campaign.
The brand said it is pleased with the exposure the deal has brought the company but that a new UK sponsorship strategy meant it was not pursuing a renewal.
It is believed the FA is confident about signing another big-hitting sponsorship deal for the period 2010-2014 to replace the departing E.ON although in a recessive market matching the £32m value of the existing contract will be challenging.
The FA has also yet to agree a deal for the TV rights to the FA Cup that had been owned by broadcaster Setanta before its collapse this summer. It is estimated this has left the FA with a potential £70m shortfall.
E.ON also has a sponsorship deal with the Football League, due to end next year but is yet to make a decision on whether it will continue its involvement with the league.
