FA Extends FA Cup Naming Rights Deal With Emirates For Three Years

Emirates extended its FA Cup sponsorship deal "by signing a new three-year contract" with the FA, according to the PA. The competition was first named the Emirates FA Cup for the '15-16 season "after Budweiser ended its three-year association with the tournament" in '14. The world's "oldest knockout tournament" will continue to be named the Emirates FA Cup until '21 (PA, 8/9). THE NATIONAL's Ian Oxborrow reported neither the value of the new deal nor the first three-year deal were disclosed, although the one signed in '15 was reported to be worth about £10M. Sports sponsorship "continues to be a vital part of Emirates' marketing strategy, particularly football." Its partnerships include AC Milan, Real Madrid, Paris St. Germain, Arsenal and Benfica. The '17-18 FA Cup tournament began on Friday and "saw 737 teams entering the competition and 185 extra-preliminary games taking place across the country" (THE NATIONAL, 8/9).