Changes occurring in the sponsorship of English competitions with E.ON ending their FA Cup deal and Coca-Cola not renewing their six-year sponsorship of the Football Leagues. Football League seeking new sponsor But the key part for me was right at the tail.... E.ON is ending its sponsorship deal with the FA Cup at the end of the season. E.ON's four-year deal was understood to be worth £32 million, which English football's governing body will be keen to recoup. Betting firm bwin has been linked with the FA Cup title sponsorship and the Austrian company has made it known to the FA that it would consider a bid to replace E.ON. Very interesting!