Zoopla and West Brom to part company after Anelka controversy

Property and house prices website Zoopla has opted against renewing its shirt sponsorship deal with English Premier League football team West Bromwich Albion at the end of the current 2013-14 season.

The decision comes against the backdrop of controversy created by West Brom striker Nicolas Anelka celebrating a goal in the 3-3 draw against West Ham United on December 28 with the alleged anti-Semetic ‘quenelle’ salute. Anelka maintains there was no racist element to the gesture and that it was merely a show of solidarity towards controversial French comedian Dieudonne M’bala M’bala. West Brom continued to select the 34-year-old former France international despite an on-going Football Association investigation and over the weekend, the Marketing Week website reported Zoopla – which is co-owned by Jewish businessman Alex Chesterman – would withdraw its sponsorship in the event of Anelka lining up versus Everton last night.

However, such action was averted when, in the hours immediately before the 8pm GMT kick-off, Zoopla and West Brom released statements confirming they would see out the remaining months of the £3m (€3.5m/$4.8m), two-year, partnership before going their separate ways.

A statement from West Brom read: “West Bromwich Albion has been fully aware since the sponsorship agreement came into force in June 2012 that its partnership with Zoopla could expire this summer and therefore has been planning accordingly. Zoopla has informed the club in writing that it does not wish to extend its sponsorship deal. The club will now actively seek a new official sponsor for next season.”

Unlike West Brom, Zoopla alluded specifically to the Anelka incident in its own statement. It read: “Zoopla has been reviewing its position over the past few weeks in light of the actions of striker Nicolas Anelka during the match against West Ham over the Christmas period. The agreement, which started in May 2012, was due to finish at the end of the season and Zoopla has decided not to renew.”

Anelka was this morning charged by the FA for making a gesture that was alleged to be “abusive and/or indecent and/or insulting and/or improper" in relation to his actions versus West Ham. He has until 6pm GMT on January 23 to respond to the charge, which carries a minimum suspension of five games.