Pepsi end FA deal

The Football Association are searching for a new sponsor after Pepsi decided to end their partnership after the World Cup.

Pepsi will pull out after three years as one of the FA’s five main partners.

The door is now open for the FA to step up their efforts to strike a new deal linking an energy drink to the England team – with Powerade thought to be in the frame.

It also leaves an opportunity for Wembley Stadium to clinch an agreement with a soft-drinks sponsor, possibly Pepsi’s main rivals Coca-Cola.

The FA’s group commercial director Jonathan Hill said: “We respect Pepsi’s decision and remain absolutely confident the recently announced FA Partner Programme will go from strength to strength with a combination of new and existing partners.

“This announcement was not unexpected and we are now keen to progress our strategy of focusing on the sports energy drink market for The FA moving forward.

“The FA will be making further sponsorship announcements in the near future and thanks Pepsi for their support of The FA over the last three years. We wish them well with their future activities.”

A Pepsi spokesman said: “Pepsi has a good relationship with the FA and has been a proud partner of the England team for three years, but we have decided not to renew our sponsorship beyond 2006.

“We will continue our fruitful collaboration with The FA and Team England right up to the end of this year’s World Cup.

“Pepsi remains committed to football and will be reinvesting its resources into an exciting new strategic platform for football activity in the UK, the details of which will be revealed in due course.”

Carlsberg are expected to announce this week that they will join Umbro as one of the founding partners of the new Wembley Stadium.


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