IMG to find Vauxhall sponsorship replacement for 'home nations'
The move by the Irish Football Association, Scottish Football Association and the Football Association of Wales comes after Vauxhall, the UK carmaker, announced earlier this year that it would not extend its sponsorship of all four British home nations.
IMG said this morning that the four-and-a-half-year contract for a new sponsor encompasses the men’s and women’s national teams, along with the respective under-21 and youth teams of all three nations.
Brand assets IMG will take to market include: player and national team manager appearances; brand awareness though perimeter advertising at home games, training grounds and media events; experiential activation; hospitality and tickets; branding on training and leisure wear; digital awareness through websites and databases; and access to social media channels.
Michael Mellor, senior vice-president of football at IMG Media, remarked: “This is an attractive package and represents a unique opportunity for a partner to contribute to a positive national spirit in each of the three countries, while also generating value through the unified brand image for the fans, media partners and associations. It’s a real opportunity for a brand to embed itself in football culture and develop a lasting relationship within each community.”
The sponsorship package will kick off with the national teams’ matches in the new Uefa Nations League, the new international competition beginning in September next year.
Vauxhall became the lead sponsor of Northern Ireland, Scotland, Wales and England in 2011, but is stepping down after the 2018 World Cup in Russia.
In March, the company said that it had “agreed to explore other opportunities to continue its relationship with the FAs beyond the conclusion of the existing contracts.”
Upon becoming the main sponsor of all four British home nations, it was reported that Vauxhall would pay a total of £10 million ($13.3 million) per year, with over half that sum going to England’s Football Association.