The world's oldest cup competition is about to change it's name for the first time ever. Twenty years from now, players will probably not say they grew up with the one dream of walking up the Wembley steps to lift The Emirates FA Cup.

The Football Association have sold the naming rights to the competition for the first time ever in its 144 year history, and Emirates Airlines are the winning bidders – they've secured a three year deal for the rights, costing £10 million per year, that will be rubber stamped by the FA on Thursday.

While The FA Cup is currently tied into a sponsorship agreement with Budweiser – and previously Littlewoods and AXA – this is the first time the name of the trophy will be directly affected.

Emirates Airlines already have a presence in English football, with the naming rights and shirt sponsorship contracts for Arsenal. The airline has some budget to invest into football marketing opportunities, having just backed out of sponsorship with FIFA for the 2018 and 2022 World Cups.

[via Mail Online]

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