The Football Association sold sponsorship
rights to the England team for the first time in 1994. The initial sponsor
Flag, the vehicle breakdown assistance company, which paid £4
million ($6.6 million) over a four-season period ending with the World Cup
final tournament in July, 1998.
Nationwide England Team
Sponsorship 1998 - 2002
The Football Association's search for a new
sponsor ended with the announcement on 21 January 1999 that national team
sponsorship rights had been acquired by the Nationwide Building
already sponsored the Football League. The national team agreement
called for payment of £15
million ($25 million) covering the four-season period ending with the World
Cup final tournament in June, 2002.
F.A. Partners Sponsorship
Programme 2002 - 2006
Football Association announced a new four-year sponsorship programme on 28
September 2001. It began on August, 2002 with the new international season after expiration of the
existing sponsorship arrangement at the end of the 2001-02 international
season. Under the new programme,
entitled F.A. Partners, five “top tier partners,” including the
“on-field sportswear partner,” were to "have access to The F.A.’s top two
brands,” the F.A. Cup and the England team, but they would not have "title sponsorship of [these] two primary brands."
The arrangement meant that the England team and the F.A. Cup no longer
would be linked to to the name of a specific single sponsor but, as the F.A.
put it, would be
“’returned’ to the country.” The
new programme was expected to double sponsorship proceeds to about £40 million
F.A. revealed on 11 March 2002 that Umbro
were one of the five top partners under the
new sponsorship programme as the sportswear manufacturer
entered a new agreement to supply the uniforms for England teams at all levels
2010. The agreement, which became effective in August, 2002, resulted from renegotiation of an earlier
kit deal with Umbro, which was worth £6 million per year and would have
expired in 2004. The new
reportedly would bring in more than £15
million per year to the F.A.
The F.A. announced on 26 March 2002 that the
Society, sponsor of the England team from 1998 until the
end of the 2001-02 season, would become a joint sponsor of the team as one of the five top partners under the new sponsorship
programme beginning with the new international season in August, 2002. The deal was estimated
to be worth £7.5 million per year.