Page 4: Using the brand
There are ten Associates - Carlsberg, Axa, Nationwide, Eidos, Umbro, Sainsbury's, Coca-Cola, Burton Menswear, One 2 One and Walkers. All have 'Official' status with both The Football Association and the England team. Each Associate has access to The Football Association's Three Lions Crest as well as product category exclusivity. These ten Associates sponsor a wide range of F.A. properties and benefit from the publicity and endorsement that comes from being an official sponsor of The F.A.
he Football Association's marque of The Three Lions Crest is one of the most instantly recognised icons in the world. It indicates prestige, authority and quality based upon the reputation of The Football Association since 1863. The Three Lions Crest is a brand icon - it is a powerful symbol to people from every walk of life. The use of this icon marks out Football Associates from other sponsors in football. It also provides the opportunity to convey a company's investment beyond a match or tournament as it can be applied to their own packaging, advertising, literature, point of sale, websites or merchandise.
To maintain and nourish the values of The Three Lions Crest it is important that all representations are used correctly and in keeping with the attributes of The Football Association. The family of ten Football Associates share a common pool of mutual benefits extending across all levels of football, from amateur to professional, youth to international. Involvement as title sponsor brings additional benefits of awareness and image for companies such as AXA, Nationwide, Carlsberg and Umbro. The Associates all enjoy perimeter signage, tickets, hospitality and facilities at major matches. They also have additional access to image rights for the England Team which they can use exclusively for advertising and promoting their products.
The programme provides the sponsors not only with high profile media coverage, audience delivery and the glamour and excitement of top level football, but also with the chance to develop their reputation through involvement in new initiatives. Both Walkers (mini soccer) and One 2 One (Charity Shield and Sport for the Disabled) have launched initiatives in the past twelve months which consolidate their involvements at other levels in football.