Top League clubs call for First Division deals

Executives at the Football League's top clubs are drawing up plans to separate First Division sponsorship from the lower divisions.

The move would give the bigger clubs greater control over their commercial destiny - but could see the creation of a 'junior Premiership'.

Until now, the Football League has had one title sponsor for all 72 member clubs, with Nationwide just beginning the penultimate season of a £12m three-year deal.

But as part of plans being drawn up by some First Division clubs, each division will form its own management committee which will be free to negotiate separate commercial deals.

Such a move, which is at a very early stage, would allow bigger clubs, such as Leicester City and Ipswich Town, to take a greater share of commercial income. But it could make the quest for survival harder for clubs in the Second and Third Divisions which have already been imperilled by the collapse of ITV Digital.

Last week, Richard Scudamore, the chief executive of the FA Premier League, warned against a split within the Football League, suggesting that the key to the League's credibility resided in the unification of the 72 clubs.

Scudamore spoke out after the resignations of League chairman Keith Harris and chief executive David Burns (Marketing, August 8).

The pair were criticised for failing to secure binding agreements from ITV Digital's owners Carlton and Granada over a £315m broadcast rights deal.

Separately, the Football League has poached the marketer responsible for AXA's sponsorship of the FA Cup to take on a new role overseeing the embattled League's relationships with existing sponsors.

Stuart Morgan joined the League as marketing services manager this week after more than 19 years at the French financial services firm. Morgan oversaw the running of the AXA FA Cup deal, which expired last season when the Football Association decided to abandon the company's presenting sponsorship arrangement.

Morgan reports to the League's commercial director Richard Masters. He will oversee relationships with Nationwide, Worthington, LDV and Mitre.

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