Littlewoods Pools is tipped to pick up the pounds 1m sponsorship of
ITV coverage of the FA Cup, which starts with the Charity Shield in
ITV has won the rights to show one live game in each Cup round and
exclusive rights to the Cup Final, as well as the Charity Shield.
As the main event sponsor, Littlewoods has first option on the deal,
although ITV’s sales house TSMS said three possible sponsorship
candidates are in the running. Industry sources suggest Littlewoods is
keen to take up the deal and an are expecting an immediate announcement.