English FA renews Lagardère to fill remaining sponsor categories

FA logo on Wembley

November 20 – Lagardère Sports, battling to retain its partnership in Africa with CAF, is finding life more collaborative in Europe and has extended its partnership with the English Football Association. 

Lagardère Sports is The FA’s official sales agency partner, and responsible for the FA’s partner marketing programme. The agency will work on filling the remaining sponsor categories.

It is a programme that has had a record year of success in signing up new exclusive category sponsorships with Barclays and Deliveroo being two of the year’s high profile big brand sign-ups.

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 original collaborations with Lagardere was initially for a year. No term has been given for the renewal but is presumed that it is for a further year.

Carl Woodman, UK Mmanaging director of Lagardère Sports said: “We see amazing value in the platform that The FA delivers across all of its teams, programmes and initiatives – from the grassroots game through to the elite men’s and women’s teams. As an agency partner, it is a fantastic property to be working with and we are excited about the opportunity to deliver more value to The FA that can continue to be funneled back into the game.”

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