UK newspaper The Guardian reports that the four-year deal is thought to be worth around £10 million per year.
“After careful consideration, we will not be entering another term of sponsorship beyond the end of the 2009-10 season, due to an evolution in sponsorship strategy within the UK business,” said a spokesperson for E.ON. “Over the past three years, the FA Cup has been a great success for us in establishing the E.ON business and brand domestically. We remain absolutely committed to our final year but we will be keeping our options open regarding our future sponsorship plans.”
E.ON’s decision is thought to be partly due to the failure of the FA to find a buyer for the FA Cup television rights which came on the market in June after incumbent rights-holder, the UK arm of pay-broadcaster Setanta Sports, went bust.
