Speculation
is mounting that the Football Association is considering allowing the FA Cup
to have a title sponsor for the first time in the competition's 144-year
history.
A number of national newspapers are reporting that the organisation’s
flagship tournament will be rebranded as the Emirates FA Cup in a deal
reported to be worth around £30m over the next three seasons.
The FA has so far resisted such a drastic change, preferring instead to use
the phrases “in association with” or “sponsored by” in relation to their
previous commercial deals with Littlewoods, Axa, E.ON and Budweiser.
The FA’s inability to fund such a sponsor for this year’s FA Cup following
the expiration of the deal with Budweiser appears to have led to a change of
heart from the FA board, although they are keen to stress no new deal has
yet been finalised.
“We remain in discussion with a number of parties in relation to FA Cup
partner opportunities,” it said ahead of its board meeting to discuss the
matter later this week.
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