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.

Contents

Sponsorship deals

The first tournament for English Football League clubs to sell its naming rights was the Watney Cup, sponsored by brewer Watney Mann which was played from 1970 to 1973. [1]

The 1970-71 season saw the Ford Sporting League, sponsored by the Ford Motor Company, take place for the first and only time, and also the start of the Texaco Cup (sponsored by Texaco) which was played until 1975. [2]

The first major English competition to negotiate a sponsorship deal was the League Cup, negotiating a £2 million deal in 1982 with the National Dairy Council. [3] [2] It became known as the "Milk Cup" and has since adopted the name of its sponsors in this same way. [4]

The following season in 1983 the Football League negotiated a sponsorship deal with Canon worth £3.3 million over 3 years. [2] Cardiff City became the first second division club to sign a sponsorship deal and carried the “SuperTed” flash which became an iconic collectors item and replica shirts are still sold to this day. 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 [5] ).

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 in a deal with £14 million. [6] [2] In 1998, AXA Insurance started their sponsorship of the competition for four seasons. [2] [7] 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. [8] [9] 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. [10] From the 2011–12 season to the 2013–14 season, the FA Cup was sponsored by Budweiser Beer and known as the FA Cup with Budweiser. [11]

Summary of competition sponsorship deals

Season Premier League English Football League National League FA Cup FA Community Shield EFL Cup EFL Trophy
1982–83 Did not existNo sponsorNo sponsorNo sponsorNo sponsor Milk Marketing Board
(Milk Cup) [4] 		No sponsor
1983–84 Canon
(Canon League)
1984–85 Gola
(Gola League)		 General Motors
(1984:
FA Charity Shield sponsored by General Motors
1985–1987:
General Motors FA Charity Shield)		 Freight Rover
(Freight Rover Trophy)
1985–86
1986–87 Today
(Today League)		 General Motors
(GM Vauxhall Conference)		 Littlewoods
(Littlewoods Challenge Cup) [4]
1987–88 Barclays
(Barclays League)		 Sherpa Van
(Sherpa Van Trophy)
1988–89 No sponsor
1989–90 Wellpark Brewery
(Tennent's FA Charity Shield)		 Leyland DAF
(Leyland DAF Cup)
1990–91 Rumbelows
(Rumbelows Cup) [4]
1991–92 Autoglass
(Autoglass Trophy)
1992–93 No sponsor Coca-Cola
(Coca-Cola Cup) [12]
1993–94 Carling Brewery
(FA Carling Premiership) [13] [14] 		Endsleigh
(Endsleigh League) [15] 		No sponsor
1994–95 Littlewoods
(FA Cup sponsored by Littlewoods) [6] 		Auto Windscreens
(Auto Windscreens Shield)
1995–96 Littlewoods
(1995:
Littlewoods Pools FA Charity Shield,
1996–1997:
Littlewoods FA Charity Shield)
1996–97 Nationwide
(Nationwide Football League)
1997–98
1998–99 Nationwide
(Nationwide Conference) [16] 		AXA
(1998–1999:
The AXA sponsored FA Cup,
1999–2002:
The FA Cup sponsored by AXA) [7] 		AXA
(AXA FA Charity Shield)		 Worthington Brewery
(Worthington Cup) [17]
1999–2000 One2One
(One2One FA Charity Shield)
2000–01 LDV Vans
(LDV Vans Trophy) [18]
2001–02 Barclaycard
(FA Barclaycard Premiership) [14] [19]
2002–03 No sponsor McDonald's
(2002–2006:
The FA Community Shield in partnership with McDonald's,
2007–2013:
The FA Community Shield sponsored by McDonald's,
2014–2021:
The FA Community Shield supported by McDonald's)
2003–04 Carling Brewery
(Carling Cup) [20]
2004–05 Barclays
(2004–2007:
FA Barclays Premiership,
2007–2016:
Barclays Premier League) [14] [21] [22] [23] 		Coca-Cola
(Coca-Cola Football League) [24] [25]
2005–06 No sponsor
2006–07 E.ON
(The FA Cup sponsored by E.ON) [10] [26] 		Johnstone's Paint
(Johnstone's Paint Trophy) [27] [28] [29]
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) [30] [31] [32]
2008–09
2009–10
2010–11 npower
(npower Football League) [33] [34]
2011–12 Budweiser
(The FA Cup with Budweiser) [11]
2012–13 Capital One
(Capital One Cup) [35]
2013–14 Sky Bet
(2013–2016:
Sky Bet Football League, [36]
2016–2029:
Sky Bet EFL) [37] 		Skrill
(The Skrill Premier
The Skrill North
The Skrill South) [38] [39]
2014–15 Autorama Group
(2014–2015:
Vanarama Conference,
2015–2025:
Vanarama National League) [40] 		No sponsor
2015–16 Emirates
(The Emirates FA Cup) [41] [42]
Heads Up
(2020 Heads Up FA Cup Final) [43]
2016–17 No sponsor [44] No sponsor Checkatrade
(Checkatrade Trophy) [45]
2017–18 Carabao Energy Drink
(Carabao Cup) [46] [47]
2018–19
2019–20 Leasing.com
(Leasing.com Trophy) [48]
2020–21 Papa John's Pizza
(Papa John's Trophy) [49]
2021–22
2022–23 No sponsor
2023–24 Vertu Motors
(Bristol Street Motors Trophy) [50]
2024–25 No sponsor
2025–26 No sponsor
2026–27 No sponsor
2027–28 No sponsor
2028–29

Summary of Premier League front of shirt sponsorship deals

Shirt sponsorship in English football clubs was first pioneered by Coventry City in 1978 after they were sponsored by Talbot. [51]

The first English club to secure a sponsorship deal was Derby County, they only wore the football tops featuring the Saab sponsor once for a photo shoot.

Issues arose with teams wearing sponsored shirts in the early 1980s. [2] The scheduled broadcast of a match between Aston Villa and Brighton & Hove Albion on 22 October 1980 was cancelled as both teams refused to play without sponsors on their shirts. [52] Newcastle United and Bolton Wanderers were fined £1,000 for wearing shirts with advertising in FA Cup games in January 1981. [52] Nottingham Forest were fined £7,000 by UEFA for a similar offence in February 1981. [52]

By 1987, every league club had a shirt sponsorship deal. [2]

2022-2023
Club 		SponsorStart dateEnd dateAmountPer year
Arsenal Emirates 20182024£200m£40m [53]
Aston Villa Cazoo 2022 ?£m£m [53]
Bournemouth Dafabet 20222024£m£m [53]
Brentford Hollywoodbets 20192025£m£m [53]
Brighton & Hove Albion American Express 20192031£100m£8m [53]
Chelsea 3 20202023£120m£40m [53]
Crystal Palace Cinch 2022 ?£m£m [53]
Everton Stake 2022 ?£m£10m [53]
Fulham W8820222023£m£m [53]
Leeds United SBOTOP.net 2020 ?£m£6m [53]
Leicester City FBS20212024£m£m [53]
Liverpool Standard Chartered 20222027£250m£50m [53]
Manchester City Etihad Airways 2009 ?£m£68m [53]
Manchester United TeamViewer 20212026£235m£48m [53]
Newcastle United Sela2023 ?£m£25m [54]
Nottingham Forest N/A ? ?£m£m [53]
Southampton Sportsbet.io20212024£m£m [53]
Tottenham Hotspur AIA 20192027£320m£40m [53]
West Ham United Betway 20192025£60m£10m [55]
Wolverhampton Wanderers AstroPay 20222023£m£m [53]

Summary of kit manufacturer deals

ClubStart DateEnd datePer yearManufacturer
Arsenal 20182024£50mAdidas [56]
Aston Villa 2022 ?£3mCastore [57]
Bournemouth 2017 (extended 2021)2026£mUmbro [58]
Brentford 20192025£1mUmbro [59]
Brighton & Hove Albion 20192024£3mNike [60]
Chelsea 20162032£56mNike [61]
Crystal Palace 2022 ?£mMacron [62]
Everton 20202023£10mHummel [63]
Fulham 20172023£mAdidas [64]
Leeds United 20202025£10mAdidas [65]
Leicester City 20182023£4mAdidas [66]
Liverpool 20202035£45mNike [67]
Manchester City 20192028£72mPuma [68]
Manchester United 20152025£75mAdidas [69]
Newcastle United 2021 ?£5mCastore [70]
Nottingham Forest 2020 ?£mMacron [71]
Southampton 20212026£mHummel [72]
Tottenham Hotspur 20182033£30mNike [73]
West Ham United 20192023£5mUmbro [74]
Wolverhampton Wanderers 20212024£1mCastore [75]

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