AVIVA, the global insurance group who have been long-term backers of UK Athletics, are understood to be in talks with the FA about the FA Cup sponsorship E.ON are not renewing at the end of the season, according to the Daily Mail.
Aviva's insurance rivals Prudential are also believed to be interested. Meanwhile, the Football League, looking for new title sponsors to replace Coca- Cola, are quoting two different prices, £7.5m and £9m a year to betting companies.
The news comes in a season of uncertainty regarding sponsorship deals with Blue Square denying that they wanted to end their sponsorship with the Conference. Last week, however, Barclays renewed their title deal with the Premier League.