The English Football Association has extended its marketing partnership with Lagardère Sports.
The agency, part of the Lagardère Sports and Entertainment group, will continue as the official sales agency partner for the FA, sourcing the remaining categories in the body’s partner marketing programme.
The extension of the partnership is recognition for the agency’s work in growing top line sponsorship revenues at the FA. For the 2017-18 season, the association earned £79.1m from its marketing programme, up from £77m in the previous season. The uplift was aided by bonuses for the England team’s semi-final placing in the 2018 Fifa World Cup.
The FA agreed a five-year deal in June with UK telco BT to become lead partner for England teams, worth £10m ($12.91m/€11.67m) per season. The association had been looking for a main sponsor for 18 months after car manufacturer Vauxhall decided not to renew with the organisation.
Richard Ames, head of partnership sales at The FA said, “Lagardère Sports played a key role in our recent success. It was a straightforward decision to extend our working relationship with such a collaborative, forward-thinking team.”
The renewal of the partnership is a glimmer of good news for Lagardère Sports and Entertainment group which has been trying to sell its Lagardère Sports division for the past two years.
The agency’s chances of getting anywhere near its €500m asking price could be seriously impaired by the Confederation of African Football’s (Caf) recent decision to cancel its $1bn (€890m/£775m) global media and marketing rights contract with Lagardère Sports following multiple regulatory rulings in Africa. Lagardère is contesting the body’s right to terminate.