The FA Cup will be rebranded as The Emirates FA Cup after the Football Association signed a three-year contract with the Dubai-based airline.The Football Association today confirmed a new three-year sponsorship deal for its flagship competition, which from August will be known as the Emirates FA Cup.
The FA chairman, Greg Dyke, who promised that most of the money raised in a deal thought to be worth £30m would be spent on improving stadium facilities.
“Let me try and allay their fears by saying all the money will be going back into the game at all levels,” Dyke said.
“The vast majority of the funds raised will be going to the parts of the game that need it most”. Grassroots, youth coaching and especially the development of all-weather pitches in communities around the country. That is an area where we are miles behind the Dutch and the Germans.
Dyke said that he can see it clearly the Emirates’ commitment to the sport and its effort to secure the competition. He believes that the cooperation will lead to something better for the tournament.
“The partnership will take the tournament to new audiences, inspire interest in football from across the globe and allow us to continue our investment into the game at all levels.”
FA Cup, is an annual knockout cup competition in English football; it is the oldest association football competition in the world, first held in 1871-1872.
The FA has been seeking a new sponsor for the tournament since Budweiser’s three-year association with the competition ended 12 months ago.Budweiser’s deal with the FA was styled as “in association with”, but the new agreement with Emirates sees the 144-year-old competition get a title sponsor for the first time.
Emirates has been involved in a number of sporting sponsorships around the world over the last decade or so.They are currently tied into one of the biggest such contracts in football with Arsenal, holding their shirt sponsorship rights until 2019 and stadium naming rights until 2028. And the company also has partnership agreements with AC Milan, Real Madrid, Olympiakos, Hamburg, Benfica and Paris St-Germain.
Sir Tim Clark, the company president expressed their delight to cooperate with the tournament. ”We are regarded as a healthy, wholesome brand and we are proud to be first title sponsors of such a great competition. We have enjoyed a very successful partnership with Arsenal and I hope this will be the same. I hope our partnership lasts for longer than three years,” he said.