England left sponsor-less after dismal World Cup campaign

Martin Caparrotta
By Martin Caparrotta
Nationwide ended their 11-year sponsorship of the national team after the World Cup


The Football Association are struggling to find a new sponsor for the England national team after their deal with Nationwide expired following the World Cup.

England players training ahead of tonight’s friendly against Hungary at Wembley wore shirts sporting “Get Into Football – the FA.com” rather than a sponsor’s name as the FA continue their search for a new commercial partner.

Nationwide, the building society that sponsored the national team for 11 seasons, had offered £20m over four years to renew its deal, however the proposal was rejected by the FA prior to the World Cup and the offer was swiftly withdrawn following England’s exit.

It is believed the FA were holding out until after the World Cup, hoping that a successful campaign would increase the value of a potential deal, but the plan backfired spectacularly following England’s failure in South Africa.

The FA are now struggling to secure a new commercial deal with the perceived value of the England brand severely damaged by the national team’s performances over the summer.

Any new sponsorship agreement is likely to include branding on all training kit and tickets, backdrops during press conferences and advertisements at home games and training sessions.

The England team are expected to be jeered by home fans tonight when they play their first match since the South Africa tournament at Wembley.


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