2014 World Cup Sponsor, Budweiser has decided not to renew its £9m-a-year FA Cup sponsorship deal. The US drinks company has been the official sponsors of the English Oldest Cup for three years with the current deal set to expire at the end of the season. Budweiser has also signed up for sponsorship of the World Cup in 2018 and 2022.
The Football Association (FA) has therefore confirmed it needs a new sponsor for the FA Cup. FA commercial director Stuart Turner said: “The FA Cup retains a special place in English football.” He said in a statement: “Next year, the FA Cup will move to the BBC’s platforms and we are very excited about its future.”
There have been reports that the FA would consider offering naming rights for the trophy, but it is understood it is seeking a similar arrangement to the existing deal. Under this deal, Budweiser is “in association with” the FA Cup. Before Budweiser, the FA Cup’s lead sponsor for five years was the energy giant E.On.