The English Football Association is discussing a proposal that would see the FA Cup, an annual knockout competition among the clubs in the top two tiers of English soccer, "rebranded the Emirates FA Cup," according to Oliver Kay of the LONDON TIMES. The deal with Emirates Airlines would be worth a reported US$46M over the next three seasons and "will undoubtedly upset traditionalists." The FA board is expected to approve the proposal "to give the competition a title sponsor for the first time in its 144-year history." The FA has "always preferred 'in association with' or 'sponsored by' deals rather than a direct naming-rights deal." This deal would see that policy "replaced by a direct naming-right deal such as those used for the Premier League, Football League and League Cup." The FA said, “We remain in discussion with a number of parties in relation to FA Cup partner opportunities” (LONDON TIMES, 4/29). The GUARDIAN's Owen Gibson wrote the deal "would boost the FA's revenues and leave its commercial team free to negotiate secondary deals." The deal "may not prove popular with those who feel the competition has been devalued by shifting kick-off times and brand tie-ins," but FA Chair Greg Dyke's plan to "refocus the FA's purpose and invest more in grassroots football" depends on commercial income (GUARDIAN, 4/28).
