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The Football Association (FA) is finding difficulty securing a sponsor for the world's oldest soccer competition, the FA Cup.
Energy firm EoN currently provides £8 million a year backing but their deal ends this year and the FA has not got a replacement lined up yet, Marketing Magazine reports.
Any sponsor that does emerge may consider they have considerable event trigger marketing opportunities at various points in the competition, such as around the time of the first round proper, the third round (when teams from the top divisions join in) and the final, which is watched by hundreds of millions around the world.
The body has been emailing advertising agencies asking if their clients would like to be sponsors, while an FA spokesman said: "We have been in discussions with a number of parties since last summer regarding sponsorship opportunities at Wembley and those talks are ongoing."
One possible barrier for sponsors is the widespread perception that the competition no longer enjoys the glamour and customer loyalty it used to have, with some clubs sending out weakened sides as they prioritise their league campaigns and many matches being poorly attended.
The FA Cup began in the 1871-72 season when it was won by an amateur side called Wanderers, who went on to secure the trophy five times in seven years.
Manchester United are the most successful club overall with 11 victories and are among the last four sides left in the competition this year, as a semi-final clash with bitter rivals Manchester City approaches.