The move is designed to deliver greater marketing value as well as increased revenues to invest in the game at all levels.
The new four-year programme kicks off in August 2006 and will see lead partners for both The FA’s core properties – the England team and The FA Cup.
Each property will have three official supporters below the lead level, with the flexibility for the lead partners and official supporters to sit across both properties.
The new four-year programme will encompass Euro 2008 (in Switzerland and Austria) and the 2010 World Cup, to be held in South Africa.
“After a lengthy internal review and having fully consulted all five of our current partners, the restructure is a logical progression from the current equal and shared pillar approach,” said Jonathan Hill, The FA’s group commercial director.
“The two lead opportunities and the official supporter opportunities will also allow our partners to customise their association with The FA to deliver specific objectives. At the same time, our two core properties will benefit from more concentrated and focused marketing support in what is an increasingly competitive football marketplace.
“Underpinning the review was the desire to ensure we continue to deliver the revenues required to drive the game forward at every level in England, given we are a not-for-profit organisation which invests all surplus revenues directly back into the game.”
The revamped programme has already attracted a positive response from four of The FA’s existing partners – Umbro, Carlsberg, McDonald’s and Pepsi.
“The new programme will also continue the concept of restricted exclusivity, as having three official supporters below the lead partner for each main property means we will actually reduce from five to four the number of brands who can associate themselves directly with either England or with The FA Cup,” Hill said.
“Overall, we see the total number of partners, including all the development areas, being at most six or seven."
