An end may possibly be in sight for the Football League in their search for a new main sponsor. A report on marketing and media website Brand Republic has named the supposed two front-runners to take over the sponsorship currently with npower as Domino’s pizza delivery company and B&Q.
The news will certainly be welcome to the clubs in the football league, as there had at one point seemed to be the possibility that no sponsor would be found and therefore the lack of a guaranteed sponsorship income would have had a negative impact on the 72 teams.
Whilst the novel idea of pizza at a game of football may be appealing, Domino’s does have some strength in the fact that it is an international brand, and considering the international audience that tunes in to the Championship and League’s One and Two when games are televised, it may be a viable option. After all, the Football League has previously had international beverage company in Coca Cola as its sponsor.
B&Q’s international market is nowhere near as wide as Domino’s, but the company can undoubtedly bring a fresh approach to the league.
These are of course only the reported interested parties; there may be more who have just not openly voiced their intentions. Either way, the fact that the Football League has something in the pipeline is likely to mean the wait will not be much longer before the new sponsor is unveiled.
To many supporters the notion of a title sponsor for a competition as steeped in history as the Football League is still something to be disgusted by, a celebration of the way football has become all about the business. But whatever your feelings, the predicament now lies in the fact that because title sponsorship is now a regular feature it is a necessity. With teams guaranteed a yearly income from the sponsorship deal it is crucial that this carries on. Much like the ITV Digital collapse and its impact on the league, we are now in a position where there has to be a sponsor. The Domino’s Football League or the B&Q Football League may not be the most appealing or attractive names for the competition that has evoked so much emotion and memories over the years for hundreds and thousands of people, but it could very well be something everyone has to get used to. What the whole situation of this sponsorship search by the Football League since npower’s decision to not renew has highlighted more than anything is how, in a country where the top division is in a completely different ball park financially, sponsorship deals have become a necessity not just to compete but to continue. Find me on Twitter: @dmsmith1987
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