CorpComms Magazine

After a dispiriting World Cup performance, UK building society Nationwide looks likely to terminate its £20 million sponsorship of the England football team.

The move brings to an end an 11 year association with the Football Association and will create a funding vacuum the organisation may struggle to fill.

Nationwide had been in negotiations with the governing body for the renewal of the four-year contract before the tournament began but the FA had reportedly been holding out for a more lucrative deal were England to achieve World Cup glory. The side has now come under sustained media fire for inglorious conduct on and off the pitch.

The deal gave Nationwide the right to use the official 'Three Lions' logo on advertising and promotional material along with priority access to players for advertising purposes.

A spokesman for Nationwide said: 'We have had 11 seasons and it has helped raise our profile with new and existing customers. The current sponsorship deal comes to an end at the end of July and is unlikely to be renewed.'

Marks & Spencer, official tailors to the team, created the suits worn by the squad as they returned home from South Africa. A spokesperson for the supermarket chain said: 'Our deal with the FA was always scheduled to conclude at the end of England's involvement in the World Cup. In terms of renewing the arrangement for Euro 2012, we would never comment on future marketing decisions.'

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