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Axa ends Cup sponsorship

Insurance giant Axa is ending its sponsorship of the FA Cup this year.

It says the last major showcase will be this year&#39s FA Cup Final on May 4 but its sponsorship will run until July with community events for schools and hospitals and entertainment for local IFAs.

One of the reasons Axa decided to end the relationship was the Football Association&#39s decision not to have a sole sponsor but to launch its FA Partners programme instead. This means no one brand will have its name associated with the tournament but a number of companies will be involved.

Axa says it is reviewing its marketing activities and another sponsorship is just one option.

Axa UK group chief executive Dennis Holt says: “We have had four fantastic years as sponsors of the FA Cup. The Axa name is better known in the UK than it has ever been. Now, though, is the right time to move on and look at other ways of developing the Axa brand.”

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