March 2021 – Nationwide are rather coy in their advertising of the new TV sponsorship deal which lasts 18 months until 2022; it is on the back of their 2020 deals with the football authorities of the 4 nations – England, Scotland, Wales and Ireland – which was focused on the various iterations of the ‘Respect’ programme. It allows them to tick ‘social inclusion’ boxes. It must be largely funded from their advertising budget which itself in its rather esoteric media pieces. It seems poorly targeted but no doubt quite expensive. Back in the day their 2002-6 FA deals was reported as being worth £7.5million pa. The present deals can’t be worth any less.
As well as the cost of this deal + sponsorship of the likes of Swindon Town it is worth asking what direct benefits accrue to the Society and its Directors (particularly the Directors) from the sponsorship deals – boxes at matches, hospitality slots at the games to wine & dine cronies. These functions do not come cheap. Will they be prepared to strip down their figures? No!
Paul Hibbs, Director of Advertising at Nationwide Building Society, said: “We’re delighted to be in partnership with ITV on their England football coverage, it will allow us to reach fans at all levels at an incredibly exciting time for football and share a message we are passionate about, building mutual respect through the beautiful game.”
Yet more of members’ money goes down the drain. On the good side – it will enable goodies for the directors. That’s mutual