Nationwide not renewing England sponsorship

Nationwide Building Society have confirmed they will not be renewing their sponsorship of the England team.

The move had been widely predicted over the last couple of weeks, leaving the Football Association to find a new partner just three weeks before a friendly with Hungary at Wembley where swathes of empty seats are anticipated following the disappointing World Cup performance.

It also appears to represent the failure of a gamble taken by the FA not to agree a new £5million-a-year contract with loyal backers Nationwide that had been on the table prior to the World Cup.

Instead, the FA's commercial team preferred to explore other opportunities, believing the performance of Fabio Capello's men would generate greater interest and drive up the price.

As it turns out, even Club England managing director Adrian Bevington was forced to admit in his wide-ranging interview yesterday that trust now needed to be rebuilt because the Three Lions had let an expectant public down.

"I can confirm that Nationwide Building Society will not be renewing its England team sponsorship with The Football Association after the current agreement expires at the end of July 2010," said Nationwide's head of sponsorship, Chris Hull.

Nationwide have held a long-term interest in football, although they have come under pressure from members recently, with some expressing dissatisfaction at the Society spending such large sums on sponsorship at a time of financial austerity elsewhere.

"In the last 10 years, Nationwide has also been sponsor of the three divisions of the Nationwide League and an official partner of the FA Cup. In addition, Nationwide spent a successful period as the sponsor of the Nationwide Conference.

"Nationwide has been involved with football sponsorship for over a decade and after a fruitful 11-year relationship with The Football Association, the organisation is currently re-focusing its marketing priorities.

"As the world's largest building society, we will continue to invest in our unique brand position and build on our mutuality and customer credentials.

"We thank The FA and wish them and the England teams well in all future activities."

It has generally not been a brilliant time for the FA given they also lost a major TV partner when satellite broadcaster Setanta went bust.

Although between them, ITV, ESPN and BSkyB have bought various FA related contracts, it is not thought the organisation has managed to completely bridge the financial gap and now the pressure is on to ensure they do not lose out again.

An FA statement said: "The FA and Nationwide have enjoyed a long and fruitful relationship over the past last eleven years.

"We would like to publicly thank Nationwide for their unstinting support during this time and wish them well in the future."

Have you tried new the Independent Digital Edition apps?
Caption competition
Caption competition
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

Bleacher Report

Daily Quiz
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

Career Services

Day In a Page

Why the cost of parenting has become so expensive

Why the cost of parenting has become so expensive

Today's pre-school child costs £35,000, according to Aviva. And that's but the tip of an iceberg, says DJ Taylor
Fifa corruption: The 161-page dossier that exposes the organisation's dark heart

The 161-page dossier that exposes Fifa's dark heart

How did a group of corrupt officials turn football’s governing body into what was, in essence, a criminal enterprise? Chris Green and David Connett reveal all
Mediterranean migrant crisis: 'If Europe thinks bombing boats will stop smuggling, it will not. We will defend ourselves,' says Tripoli PM

Exclusive interview with Tripoli PM Khalifa al-Ghweil

'If Europe thinks bombing boats will stop smuggling, it will not. We will defend ourselves'
Raymond Chandler's Los Angeles: How the author foretold the Californian water crisis

Raymond Chandler's Los Angeles

How the author foretold the Californian water crisis
Chinese artist who posted funny image of President Xi Jinping facing five years in prison as authorities crackdown on dissent in the arts

Art attack

Chinese artist who posted funny image of President Xi Jinping facing five years in prison
Marc Jacobs is putting Cher in the limelight as the face of his latest campaign

Cher is the new face of Marc Jacobs

Alexander Fury explains why designers are turning to august stars to front their lines
Parents of six-year-old who beat leukaemia plan to climb Ben Nevis for cancer charity

'I'm climbing Ben Nevis for my daughter'

Karen Attwood's young daughter Yasmin beat cancer. Now her family is about to take on a new challenge - scaling Ben Nevis to help other children
10 best wedding gift ideas

It's that time of year again... 10 best wedding gift ideas

Forget that fancy toaster, we've gone off-list to find memorable gifts that will last a lifetime
Paul Scholes column: With the Premier League over for another year, here are my end of season awards

Paul Scholes column

With the Premier League over for another year, here are my end of season awards
Heysel disaster 30th anniversary: Liverpool have seen too much tragedy to forget fateful day in Belgium

Liverpool have seen too much tragedy to forget Heysel

Thirty years ago, 39 fans waiting to watch a European Cup final died as a result of a fatal cocktail of circumstances. Ian Herbert looks at how a club dealt with this tragedy
Amir Khan vs Chris Algieri: Khan’s audition for Floyd Mayweather may turn into a no-win situation, says Frank Warren

Khan’s audition for Mayweather may turn into a no-win situation

The Bolton fighter could be damned if he dazzles and damned if he doesn’t against Algieri, the man last seen being decked six times by Pacquiao, says Frank Warren
Blundering Tony Blair quits as Middle East peace envoy – only Israel will miss him

Blundering Blair quits as Middle East peace envoy – only Israel will miss him

For Arabs – and for Britons who lost their loved ones in his shambolic war in Iraq – his appointment was an insult, says Robert Fisk
Fifa corruption arrests: All hail the Feds for riding to football's rescue

Fifa corruption arrests

All hail the Feds for riding to football's rescue, says Ian Herbert
Isis in Syria: The Kurdish enclave still resisting the tyranny of President Assad and militant fighters

The Kurdish enclave still resisting the tyranny of Assad and Isis

In Syrian Kurdish cantons along the Turkish border, the progressive aims of the 2011 uprising are being enacted despite the war. Patrick Cockburn returns to Amuda
How I survived Cambodia's Killing Fields: Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape the US

How I survived Cambodia's Killing Fields

Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape to the US