McDonald’s has forged a four-year, £30 million (€49m; $43m) sponsorship deal with the Football Association, governing body of English soccer.
The FA recently ditched its practice of offering individual title sponsorship for its major brands – the English national side and knockout tournament the FA Cup.
Under a new system, known as the FA Partners programme, five sponsors share support for the England team and the cup, with each gaining exclusive rights connected with one of a quintet of ‘strands’: men’s, women’s, youth, elite and community football.
Under its new deal, McDonald’s becomes the community partner, gaining rights to sponsor the FA’s initiatives in this sector. The fast food giant’s support will help the football body appoint 8,000 new community-based coaches for young players in the coming four years.
In addition, McDonald’s will become the partner of the traditional curtain-raiser of the English soccer season, now known as the FA Community Shield (formerly the FA Charity Shield).
Other sponsors signed up so far include Umbro (elite strand and kit manufacturer) and Nationwide (women’s strand) [WAMN: 27-Mar-02].
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff