Emirates set for FA Cup rebrand

Ross McLean
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THE FOOTBALL Association is expected to complete a £30m, three-year sponsorship deal which will see the country’s showpiece knockout competition rebranded as The Emirates FA Cup.

Budweiser decided not to renew its own sponsorship a year ago and talks with a potential replacement failed to bear fruit, leaving the historic tournament without a main partner ever since.

The deal with Budweiser was previously packaged as “in association with”, whereas the new agreement, set to start next season, incorporates airline Emirates into the competition's name. Budweiser is set to remain the official beer partner of the FA Cup until 2018.