Английская Википедия:English football sponsorship

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Шаблон:Short description Шаблон:Use dmy dates Corporate sponsorship of major English football competitions dates back to the early 1980s, although minor competitions such as the Watney Cup and Texaco Cup were sponsored during the early 1970s.

Sponsorship deals

The first tournament for English Football League clubs to sell its naming rights was the Watney Cup, sponsored by brewer Watney Mann which was played from 1970 to 1973.

The 1970-71 season saw the Ford Sporting League, sponsored by the Ford Motor Company, take place for the first and only time, and also the start of the Texaco Cup (sponsored by Texaco) which was played until 1975.

The first major English competition to negotiate a sponsorship deal was the League Cup, negotiating a £2 million deal in 1982 with the National Dairy Council. It became known as the "Milk Cup" and has since adopted the name of its sponsors in this same way.

The following season in 1983 the Football League negotiated a sponsorship deal with Canon worth £3.3 million over 3 years. Cardiff City became the first second division club to sign a sponsorship deal and carried the “SuperTed” flash which became an iconic collectors item and replica shirts are still sold to this day. Since the formation of the breakaway Premier League in 1992, the competition has struck up its own sponsorship deals separately from the Football League (though it was unsponsored in its first season after a $17.1 million agreement with Bass Brewery was vetoed by Arsenal, Liverpool and Nottingham Forest).

The last major English competition to negotiate a sponsorship deal was in fact its oldest, the FA Cup. The competition was sponsored by Littlewoods for four seasons, starting in 1994 in a deal with £14 million. In 1998, AXA Insurance started their sponsorship of the competition for four seasons. It was always carefully named, being the "AXA-sponsored FA Cup", or the "FA Cup sponsored by AXA", and never the "AXA Cup". From 2002–03 through 2005–06, the FA Cup did not have a dedicated sponsor, but instead shared the team of sponsors of The Football Association. From 2006 to 2011, the FA Cup was known as "The FA Cup sponsored by E.ON" due to a deal with energy company E.ON. From the 2011–12 season to the 2013–14 season, the FA Cup was sponsored by Budweiser Beer and known as the FA Cup with Budweiser.

Summary of competition sponsorship deals

Season	Premier League	English Football League	National League	FA Cup	FA Community Shield	EFL Cup	EFL Trophy
1982–83	Did not exist	No sponsor	No sponsor	No sponsor	No sponsor	Milk Marketing Board (Milk Cup)	No sponsor
1983–84		Canon (Canon League)
1984–85			Gola (Gola League)		General Motors (1984: FA Charity Shield sponsored by General Motors 1985–1987: General Motors FA Charity Shield)		Freight Rover (Freight Rover Trophy)
1985–86
1986–87		Today (Today League)	General Motors (GM Vauxhall Conference)			Littlewoods (Littlewoods Challenge Cup)
1987–88		Barclays (Barclays League)					Sherpa Van (Sherpa Van Trophy)
1988–89					No sponsor
1989–90					Wellpark Brewery (Tennent's FA Charity Shield)		Leyland DAF (Leyland DAF Cup)
1990–91						Rumbelows (Rumbelows Cup)
1991–92							Autoglass (Autoglass Trophy)
1992–93	No sponsor					Coca-Cola (Coca-Cola Cup)
1993–94	Carling Brewery (FA Carling Premiership)	Endsleigh (Endsleigh League)			No sponsor
1994–95				Littlewoods (FA Cup sponsored by Littlewoods)			Auto Windscreens (Auto Windscreens Shield)
1995–96					Littlewoods (1995: Littlewoods Pools FA Charity Shield, 1996–1997: Littlewoods FA Charity Shield)
1996–97		Nationwide (Nationwide Football League)
1997–98
1998–99			Nationwide (Nationwide Conference)	AXA (1998–1999: The AXA sponsored FA Cup, 1999–2002: The FA Cup sponsored by AXA)	AXA (AXA FA Charity Shield)	Worthington Brewery (Worthington Cup)
1999–2000					One2One (One2One FA Charity Shield)
2000–01							LDV Vans (LDV Vans Trophy)
2001–02	Barclaycard (FA Barclaycard Premiership)
2002–03				No sponsor	McDonald's (2002–2006: The FA Community Shield in partnership with McDonald's, 2007–2013: The FA Community Shield sponsored by McDonald's, 2014–2021: The FA Community Shield supported by McDonald's)
2003–04						Carling Brewery (Carling Cup)
2004–05	Barclays (2004–2007: FA Barclays Premiership, 2007–2016: Barclays Premier League)	Coca-Cola (Coca-Cola Football League)
2005–06							No sponsor
2006–07				E.ON (The FA Cup sponsored by E.ON)			Johnstone's Paint (Johnstone's Paint Trophy)
2007–08			Blue Square (2007–10: Blue Square Premier Blue Square North Blue Square South, 2010–13: Blue Square Bet Premier Blue Square Bet North Blue Square Bet South)
2008–09
2009–10
2010–11		npower (npower Football League)
2011–12				Budweiser (The FA Cup with Budweiser)
2012–13						Capital One (Capital One Cup)
2013–14		Sky Bet (2013–2016: Sky Bet Football League, 2016–2029: Sky Bet EFL)	Skrill (The Skrill Premier The Skrill North The Skrill South)
2014–15			Autorama Group (2014–2015: Vanarama Conference, 2015–2025: Vanarama National League)	No sponsor
2015–16				Emirates (The Emirates FA Cup) Heads Up (2020 Heads Up FA Cup Final)
2016–17	No sponsor					No sponsor	Checkatrade (Checkatrade Trophy)
2017–18						Carabao Energy Drink (Carabao Cup)
2018–19
2019–20							Leasing.com (Leasing.com Trophy)
2020–21							Papa John's Pizza (Papa John's Trophy)
2021–22
2022–23					No sponsor
2023–24							Vertu Motors (Bristol Street Motors Trophy)
2024–25				No sponsor
2025–26			No sponsor
2026–27							No sponsor
2027–28						No sponsor
2028–29

Summary of Premier League front of shirt sponsorship deals

Shirt sponsorship in English football clubs was first pioneered by Coventry City in 1978 after they were sponsored by Talbot.

The first English club to secure a sponsorship deal was Derby County, they only wore the football tops featuring the Saab sponsor once for a photo shoot.

Issues arose with teams wearing sponsored shirts in the early 1980s. The scheduled broadcast of a match between Aston Villa and Brighton & Hove Albion on 22 October 1980 was cancelled as both teams refused to play without sponsors on their shirts. Newcastle United and Bolton Wanderers were fined £1,000 for wearing shirts with advertising in FA Cup games in January 1981. Nottingham Forest were fined £7,000 by UEFA for a similar offence in February 1981.

By 1987, every league club had a shirt sponsorship deal.

2022-2023 Club	Sponsor	Start date	End date	Amount	Per year
Arsenal	Emirates	2018	2024	£200m	£40m
Aston Villa	Cazoo	2022	?	£m	£m
Bournemouth	Dafabet	2022	2024	£m	£m
Brentford	Hollywoodbets	2019	2025	£m	£m
Brighton & Hove Albion	American Express	2019	2031	£100m	£8m
Chelsea	3	2020	2023	£120m	£40m
Crystal Palace	Cinch	2022	?	£m	£m
Everton	Stake	2022	?	£m	£10m
Fulham	W88	2022	2023	£m	£m
Leeds United	SBOTOP.net	2020	?	£m	£6m
Leicester City	FBS	2021	2024	£m	£m
Liverpool	Standard Chartered	2022	2027	£250m	£50m
Manchester City	Etihad Airways	2009	?	£m	£68m
Manchester United	TeamViewer	2021	2026	£235m	£48m
Newcastle United	Sela	2023	?	£m	£25m
Nottingham Forest	N/A	?	?	£m	£m
Southampton	Sportsbet.io	2021	2024	£m	£m
Tottenham Hotspur	AIA	2019	2027	£320m	£40m
West Ham United	Betway	2019	2025	£60m	£10m
Wolverhampton Wanderers	AstroPay	2022	2023	£m	£m

Summary of kit manufacturer deals

Club	Start Date	End date	Per year	Manufacturer
Arsenal	2018	2024	£50m	Adidas
Aston Villa	2022	?	£3m	Castore
Bournemouth	2017 (extended 2021)	2026	£m	Umbro
Brentford	2019	2025	£1m	Umbro
Brighton & Hove Albion	2019	2024	£3m	Nike
Chelsea	2016	2032	£56m	Nike
Crystal Palace	2022	?	£m	Macron
Everton	2020	2023	£10m	Hummel
Fulham	2017	2023	£m	Adidas
Leeds United	2020	2025	£10m	Adidas
Leicester City	2018	2023	£4m	Adidas
Liverpool	2020	2035	£45m	Nike
Manchester City	2019	2028	£72m	Puma
Manchester United	2015	2025	£75m	Adidas
Newcastle United	2021	?	£5m	Castore
Nottingham Forest	2020	?	£m	Macron
Southampton	2021	2026	£m	Hummel
Tottenham Hotspur	2018	2033	£30m	Nike
West Ham United	2019	2023	£5m	Umbro
Wolverhampton Wanderers	2021	2024	£1m	Castore

External links

• Branding, sponsorship and commerce in football Centre for the Sociology of Sport, University of Leicester (archived 21 June 2007)