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FA ‘deluged with approaches’ as it delivers new partner

The Football Association has signed a new, two-year partnership with P&G-owned shampoo brand Head & Shoulders as it cashes in on the team’s World Cup success this summer.

The sponsorship is the first ‘new business’ deal made by the governing body since Russia 2018, but could herald a wave of new partnerships – and an end to the search for a new headline partner to replace car brand Vauxhall.

According to Wednesday’s Daily Telegraph newspaper, the FA has been “deluged with approaches since England exceeded expectations by reaching the semi-finals in Russia”, and is in “advanced talks” with an overseas-based, household name as the team’s headline sponsor.

The Head & Shoulders partnership is at Official Partner level and sees the brand become the first Official Haircare Partner of the England men’s and women’s football teams, supporting both squads as they prepare for major tournaments in 2019 and 2020.

The partnership will provide branding opportunities at the England’s St George’s Park training grounds, and perimeter branding at all England home games.

Players from both teams will also feature in a variety of long-form and short-form media content to promote the brand’s male, female and unisex products in the UK.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.