The Football Association sold sponsorship
rights to the England team for the first time on 12 January 1995. The initial sponsor
Flag, the vehicle breakdown assistance company, which paid £4
million over a four-year period ending at the end of the 1998 calendar year.
Nationwide England Team
Sponsorship 1999 - 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 covering the four-year 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.
F.A. disclosed on 11 April 2002 that McDonald's,
the fast-food giant, would become the third of the five partners sponsoring the
England team. The four-year deal with McDonald's reportedly would bring in £7.5 million per year. McDonald's was then
the 15 main sponsors and the official restaurant of World Cup 2002. It was
also the official restaurant at World Cups 1994 and 1998 and at European
Championships 1992, 1996 and 2000.