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SBD Global/April 24, 2013/Marketing and Sponsorship

Football League Suffers 'Huge Setback' As B&Q Sponsorship Talks Break Down

The Football League has "suffered a huge setback" after potential new title sponsors -- U.K. do-it-yourself and garden retailer B&Q -- "suddenly pulled out of negotiations," according to Charles Sale of the London DAILY MAIL. B&Q "had been expected to sign a three-year contract" worth £21M ($32M) to replace nPower as the backers of all three Football League divisions beginning next season. However, talks "broke down" on Monday with the Football League unaware why B&Q, which had previously "shown huge enthusiasm for the sponsorship," had changed its mind "at the last minute." B&Q's exit leaves the Football League commercial department "having to go back to the companies who had shown interest before attention was turned to B&Q." One of those companies "is restaurant chain Domino's Pizza" (DAILY MAIL, 4/23).
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