The Football League is "set to lose" one of its major sponsors this week "despite another highly successful long weekend of play-off matches at Wembley," according to Charles Sale of the London DAILY MAIL. American credit card provider Capital One will not be renewing its backing of the League Cup when its four-year deal "expires at the end of next season." The loss of a £5.5M ($8.4M)-a-year title sponsorship "is a considerable blow for the Football League," which "enjoyed good relationships with Capital One throughout three seasons in which the League’s flagship knockout tournament has gone particularly well." But Capital One now wants to invest its promotional and marketing budget elsewhere -- "concentrating on television advertising." It believes that "the four-year football agreement will have achieved the recognition" it wanted. People in the U.K. "previously thought they were a radio station." The exit of a big backer "will be unwelcome news to FL clubs this week, especially the day after Norwich beat Middlesbrough" in the match that FL Chair Greg Clarke claims is worth £130M ($200M) (DAILY MAIL, 5/25). The Football League outlined its plans for the title sponsorship of its League and League Cup competitions. Sky Bet will continue as title sponsor of the Sky Bet Championship, Sky Bet League 1 and Sky Bet League 2 for season '15-16. Sky Bet has made an offer to continue the partnership for a further two seasons. The Football League and Capital One agreed that the '15-16 season will be the fourth and final year of Capital One’s title sponsorship of the League Cup. The Football League will be seeking a new title sponsor for the '16-17 season onwards (Football League).
