With the World Cup approaching, Toshiba has become the latest company to agree a sponsorship deal, signing a one-year deal with The FA to sponsor the England Football Team.
As official consumer electrical supplier, Toshiba will hold sponsorship rights in the build-up to next summer's FIFA World Cup in South Africa.
The brand will feature The FA's Three Lions logo on its advertising, beginning with this week's £3m ‘Space chair' campaign.
According to Toshiba UK marketing director Matt McDowell, the brand will slowly build up awareness of its sponsorship of the England team.
'Enhancing the on-screen experience of watching football is a vital way to increase loyalty and support for the England team - particularly as we approach the FIFA World Cup Finals,' said The FA's head of business development, Sean McAuliffe.
Marketing activity will peak in April and May, although McDowell said Toshiba will not follow the lead of fellow sponsor Mars by creating a specific football TV ad.
Toshiba was official sponsor of the previous two FIFA World Cup's in Germany and Japan and South Korea. It also sponsored Championship side Watford Football Club between 2001 and 2003.