FA brokers club branding deals

The Football Association has reorganised the sponsorship of its Premier League, removing main sponsorship responsibilities from individual clubs.

The Football Association has reorganised the sponsorship of its

Premier League, removing main sponsorship responsibilities from

individual clubs.



The FA will now act as negotiator for the marketing of the entire

Premiership brand.



Although clubs will retain the right to arrange shirt sponsorship, they

will no longer have to link themselves with a myriad of different

brands.



The aim is to reduce the clutter of sponsors and attract higher-profile

clients.



The FA plans five ’second-tier’ sponsorship deals worth about pounds 2m

each, with brands being given space to advertise at all Premier League

matches.



These deals would complement Carling’s main sponsorship of the League,

which has been renegotiated to last until 2001.



The names of the five sponsors would be visible on perimeter boards as

well as on the clock in the corner of television screens during match

broadcasts.



Meanwhile, a software firm has developed the first Premier League

computer game to include virtual advertising from the sponsors. The FA

also plans to push the Premiership brand abroad by opening shops and

launching Web sites and match magazines. The revenue earned will be

divided among the clubs.



Commercial director for the League, Stephen Pearson, said: ’Although

there is no doubt the Premier League is the most lucrative in the world,

it has been undervalued in the past. It’s time for the League to be

branded properly in the UK as well as abroad.’



Chelsea’s commercial manager, Carol Phair, said: ’Chelsea have no

problem attracting big sponsors, but as all 20 clubs in the League will

benefit, it can only mean good for all.’