Wembley to be a sponsor's dream
Wembley Stadium is to be made available for a type of title sponsorship in order to boost the FA's fragile finances that remain uncertain with the doubts still surrounding the future of TV rights partners Setanta. FA commercial chief Jonathan Hill has already made presentations to the FA board and potential backersas to how the FA hope to bring in an extra £5million a year during their next sponsorship programme, starting in 2010, by offering Wembley up for advertising rights. Wembley, like the FA Cup, is too big a brand name for a sponsor to take precedence so the deal will be in the form of 'Wembley sponsored by...' or 'Wembley in association with...' But even going this far down the title sponsorship route for themost famous sports stadium in the world shows how the FA now need to utilise every money-making possibility. They hope to increase the value of their Wembley offering by combining it with sponsorship of the new pre-season Wembley Cup in August that features Champions League winners Barcelona. Tesco, who are keen to continue their current FA endorsement based around their skills programme for another four years, will certainly be on the Wembley sponsorship target list.
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