Sponsorship Deals
The first competition to negotiate a sponsorship deal was the League Cup, negotiating a deal in 1982 with the Milk Marketing Board. 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. 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).
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, and by AXA Insurance for four seasons starting in 1998. 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, the FA Cup has been sponsored by Budweiser Beer and known as the FA Cup with Budweiser. The sponsorship is due to last until 2014.
Read more about this topic: English Football Sponsorship
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