By Mark Baber
May 27 – The Football League has outlined its plans for title sponsorship of the League and League Cup, officially confirming Capital One will no longer be sponsoring the League Cup, whilst negotiations continue over title sponsorship of the Football League – with Sky Bet very much in the frame.
In a statement on its official web site the Football League confirmed Sky Bet will continue as title sponsor of the Sky Bet Championship, Sky Bet League 1 and Sky Bet League 2 for season 2015/16, the company’s third as title sponsor.
It has also been confirmed that Sky Bet has made an offer to continue the partnership for a further two seasons. However, according to the statement “it has been agreed that the League will also be free to discuss this opportunity with other interested parties. “
Whatever the outcome of discussions over title sponsorship, it has been agreed that Sky Bet and The Football League will have a two-year betting partnership for seasons 2016/17 and 2017/18.
Rob Painter, Marketing Director of Sky Betting & Gaming said: “After a thrilling 2014/15 season including three exciting Play-Off Finals at the weekend, we are looking forward to our third year as title sponsor and our ongoing partnership with The Football League over the next three seasons.”
Less happily for The Football League, it will be looking for a new title sponsor for the League Cup after American-owned credit card company Capital One decided it will not be renewing its sponsorship after the end of 2015/16 season.
Chris Newkirk, CEO at Capital One UK said: “It has been a privilege and pleasure to be the League Cup title sponsor. This special relationship has played a significant part in our UK brand communications over the last three years, and will continue to do so in the coming season. We have enjoyed a positive relationship with The Football League, the teams involved in the competition and the millions of dedicated fans.
“As we move on to our final season, we remain committed to The Football League and next season’s Capital One Cup and are extremely proud to have sponsored this incredible competition.”
Shaun Harvey, Chief Executive of The Football League said: “We would like to thank both Sky Bet and Capital One for their ongoing support and for the frank and positive discussions we have had with them in recent months.
“We will now begin discussions with potential new partners for our League competition and the League Cup. We do so from a position of strength, with both competitions and our clubs in excellent shape and with a proven track record for delivering outstanding value to our partners.”
The Capital One sponsorship is understood to have been worth £5.5m a year and Capital One have apparently decided to concentrate on television advertising, now their sponsorship has given them a high degree of recognition.
The Football League Cup, set up as a competition in 1960, has had a succession of title sponsors since 1982 including the Milk Marketing Board (1982–1986), Littlewoods (1986–1990), Rumbelows (1990-92), Coca-Cola (1992–1998), Worthington (Molson Coors) (1998-2003), Carling (2003-12)and Capital One (2012-16).
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