England Team Sponsorship

Green Flag Team England Sponsorship 1994 - 1998

The Football Association sold sponsorship rights to the England team for the first time in 1994.
The initial sponsor was Green 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 Society,
which 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

The 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 per year.

The 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 until 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 eight-year deal reportedly would bring
in more than £15 million per year to the F.A.
The F.A. announced on 26 March 2002 that the Nationwide Building 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.

The 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 one of 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.

The F.A. announced on 15 May 2002 that Carlsberg, the beer producer, would become the fourth of
the five partners sponsoring the England team when the new international season began in
August, 2002. The four-year deal was reportedly worth an estimated £30 million or £7.5 million
per year. Carlsberg were one of 10 F.A. sponsors under an arrangement which was about to expire
and are one of the official sponsors of the European Championships to be held in 2004 and 2008.
Somewhat belatedly, on 17 March 2003, following discussions over several months, the F.A.
announced that the fifth and final partner sponsoring the England team was Pepsi. The soft drink
company reportedly signed a three-year deal worth £20 million or £6.7 million per year. The
agreement will expire at the conclusion of the World Cup 2006 final tournament in Germany. Pepsi
already sponsored Manchester United and Real Madrid and had promotional deals with England
captain David Beckham and other stars from the two club sides