Conference’s sponsorship dilemma

The Football League did not find it easy to secure a new sponsorship after the end of the npower contract, but eventually concluded a dual deal this week. The Conference face a similar dilemma following the end of the Blue Square Bet deal and time to secure a new sponsor is running out.

The Football League did not find it easy to secure a new sponsorship after the end of the npower contract, but eventually concluded a dual deal this week. The Conference face a similar dilemma following the end of the Blue Square Bet deal and time to secure a new sponsor is running out.

Three companies are interested, but none of them is prepared to pay as much as Blue Square Bet. They paid around £1m a year and the highest offer is below £500,000. Conference Premier clubs received £15,000-£20,000 a year each and those in the second tier North and South divisions got around £12,000 a year.

One possible option is to allow a charity to be the sponsor for a year in the hope that the new BT Sport TV deal would raise the profile of the competition and lead to more interest in a year’s time.