EXCLUSIVE: England to cash in on successful run to Euro 2020 semi-finals with lucrative new sleeve sponsor as £3.5m Deliveroo deal comes to an end
The Football Association are set to cash in on England’s run to the semi-finals of the European Championship, with a new sleeve sponsorship deal for the players’ training kit among a host of contracts in the pipeline.
Sportsmail has learned that current sponsors Deliveroo gave notice before the tournament that they are not planning to renew their £3.5million-a-year contract which expires next month, presenting the FA with the chance to secure a more lucrative deal.
Deliveroo’s decision to end a partnership that began in 2019 and also covers the FA Cup is due to an internal restructuring after their disastrous flotation on the London Stock Exchange earlier this year rather than any dissatisfaction with the FA, but it has presented the governing body with a timely opportunity.
Food providers Deliveroo will not be renewing their £3.5m sleeve sponsor deal with England
Deliveroo’s decision to end a partnership that began in 2019 is due to an internal restructuring
With Gareth Southgate having steered England to two successive major semi-finals for the first time since 1968, leading brands are queuing up to be associated with his high-achieving, popular players, and commercial interest will increase even further if they beat Denmark on Wednesday to reach a first final since 1966.
The FA have 29 different commercial partners, from England’s kit suppliers Nike to numerous food and drink companies and even a tie-up with Dettol. They will be inundated with more offers after the tournament.
England’s success at the European Championship has been particularly well-timed as the FA are close to finalising a termination agreement with external agency 1966 Entertainment to take control of all the players’ commercial activities while they are on international duty.
The FA will work closely with a newly-appointed players’ committee featuring Harry Kane, Jordan Henderson and Kyle Walker to discuss future commercial opportunities next season.
An FA spokesperson told Sportsmail that they do not comment on commercial contracts.
The FA have 29 different commercial partners, from England’s kit suppliers Nike to numerous food and drink companies