The English Football League (EFL) is in talks with a number of potential sponsors as it looks to find a replacement for Coca-Cola which decided not to renew its title sponsorship once the current six-year deal runs out at the end of the current season.
Coke’s support for the three divisions since 2004 was put at £36 million. They refused to say how much it had offered the EFL to extend the deal and denied it was shifting funds to support next year’s World Cup in South Africa and London 2012.
The EFL believed that Coke undervalued the league’s position as title sponsor, with ten matches and a highlights package on the BBC and wider coverage on Sky Sports. Crowds at league matches are at their highest level for 50 years.