England Victory Scores with Potential Sponsors

05 September 2001

The Football Association, governing body of English soccer, has received a surge of interest from potential sponsors following the England team’s remarkable 5-1 victory over old rivals Germany in Munich on Saturday.

“There have been three companies with whom we have had no contact in the past who have contacted us since Saturday with a view to opening discussions on possible sponsorship of either the FA or the England team,” revealed the body’s marketing director Paul Barber.

The victory over Germany put England in control of its qualification group for next year’s World Cup (and sponsorship-fest) in Japan and South Korea. “There is no question there is cause and effect between the England team performing exceptionally well in a World Cup qualifier and the level of commercial interest in the team,” continued Barber.

The FA is mulling a reduction in its current portfolio of ten associate sponsors under a new sponsorship strategy, and may also decide to stop linking individual sponsors with single FA brands. Current sponsorship deals run until the end of the World Cup.

News source: Financial Times