England: airline Emirates could obtain the naming rights to the FA Cup

The airline Emirates could obtain the naming rights to the FA Cup, according to the British newspaper The Guardian on 29/04/2015.

The two parties are at an advanced stage in negotiations for a three-year contract (2015-16 to 2017-18) estimated at £30m (€41.9m), or £10m (€14m) per season. The beer brand Budweiser had been the major partner of the competition between 2010-11 and 2013-14. That contract generated £9m (€12.5m) per year for the English federation. The competition was officially called "The FA Cup in association with Budweiser." With the new contract, the FA Cup could be officially be named the "Emirates FA Cup", according to British media.

• The FA achieved a turnover of £209m (€254m) during the 2013 financial year.

The logo of Budweiser was also visible on the crest of the competition from 2010-11 to 2013-14

• Budweiser, a brand of the Belgian-Brazilian group InBev AB, once again renewed to become "the official beer" of the FA Cup for three seasons (2015-16 to 2017-18) on 05/03/2015.