Protecting the FA Cup prize money is the biggest reason the FA is "prepared to give away what amounts to almost title sponsorship of the tournament" to Emirates Airlines, according to Charles Sale of the London DAILY MAIL. The proposed £30M ($46M), three-year contract for an Emirates FA Cup, revealed by Sports Agenda, "gives the FA the resources to ensure the monies received by the clubs for progressing in the world’s most famous club knockout tournament." The figures range from £1,150 ($1,765) for "winning the extra preliminary round" through to the £1.8M ($2.8M) either EPL side Aston Villa or Arsenal will "receive for lifting the trophy" on May 30. The numbers "will not register for Premier League clubs awash with TV money" but £18,000 ($27,621) for winning a first-round Cup match would make a lot of difference to a non-League club. And the FA Cup fund was "very likely to be raided before the Emirates deal to fund" the £30M-a-year priorities of FA Chair Greg Dyke's England Commission, which centers on coaches and facilities that have "seen all FA departments asked to make 15 per cent cuts." The "fallout" from the Emirates FA Cup deal included former Minister for Sport Richard Caborn "labelling the deal 'commercialism gone mad.'" However, even FA "diehards," including the traditionalist who told broadcasters there would never be a 5:30pm Cup final kickoff "while he had 'a hole in his a***', accept sponsorships are critical for FA finances" (DAILY MAIL, 4/29).
