The English Football League is set to resume its search for a new title sponsor after B&Q pulled out of a deal to become the main backer of the organisation, according to the Marketing Week website.
The DIY retail chain is said to have agreed a deal in principal for the naming rights only for parent company Kingfisher to veto the agreement over concerns about the company’s ability to maximise returns from the tie-up.
The news leaves the League, which is said to be seeking £10m (€11.9m/$15.5m) a year for the rights, with the task of securing a new partner in time for the announcement of the 2013-14 season’s fixture list on June 19.
Dominos had been rumoured to be rivalling B&Q for the rights, however the pizza chain told Marketing Week it had never been in discussions about taking over the sponsorship.
A spokesman for the business said: “While we are flattered to be associated with the sponsorship of the Football League, recent reports suggesting we are considering this move are inaccurate.”
Energy company Npower’s three-year deal with the Football League expires at the end of the current season.