English soccer's Football Association (FA) has signed a three-year sponsorship deal with LG.
The global consumer electronics giant will be granted brand exposure across venues and media assets in a range of English soccer fixtures, including all rounds of the Emirates FA Cup club knockout competition and home games played by the England men's team. It will supply digital screens to the England team for use at Wembley Stadium and at their St George's Park training centre, while it will also fit the Club Wembley premium spectator area with home entertainment products and home appliances.
The deal has been described as being worth a 'multi-million' pound sum. British media outlets had suggested the FA was seeking an annual fee in the region of the UK£4 million (US$5.24 million) committed by Ladbrokes - whose partnership was terminated earlier this year when the governing body revisited its policy on commercial arrangements with betting companies - but the Daily Mail now reports the deal to be worth UK£2 million (US$2.62 million) a year.
"We are really excited to have secured exclusive rights with The FA in a partnership that we believe will be a collaborative effort across the next three years," said LG UK markeing director Carolyn Anderson. "LG is a leading innovator in technology and we look forward to working with The FA to support its grassroots network, as well as equipping Wembley Stadium with the best products to cement its status as the leading sport and entertainment venue."
Mark Bullingham, the FA group commercial and marketing director, added: "Our partnership with LG Electronics will help us to transform our technology at both St George’s Park and Wembley Stadium to benefit both fans and players. We spoke to all of the brands in the sector and were blown away by LG’s technology, which will help us to reinforce Wembley Stadium as the leading venue in the country for sports and entertainment events."