Manchester City’s commanding 8-0 victory over Salford City in the FA Cup third round showcased their dominance on the pitch, but a subtle detail on their sleeves revealed a unique arrangement regarding sponsorship. Unlike their League Two opponents, Manchester City’s FA Cup sleeve badges displayed only the tournament name and trophy icon, omitting the “Emirates” prefix present on Salford’s badges. This discrepancy stems from a special dispensation granted to City, allowing them to avoid displaying the name of the competition’s sponsor, Emirates, due to a direct conflict of interest.
The conflict arises from City’s main sponsorship deal with Etihad Airways, an Abu Dhabi-based airline and a direct competitor of Dubai-based Emirates. The FA Cup’s commercial rules acknowledge such conflicts and permit dispensations for clubs like City to avoid promoting a rival brand. This is not a new arrangement; City has been granted this permission since the 2015/16 season, even forgoing any sleeve badge in last year’s final against Manchester United, where the Red Devils prominently displayed the full “Emirates FA Cup” branding.
This situation highlights the complexities of sponsorship in modern football, particularly when global brands and local rivalries intersect. Emirates secured the FA Cup sponsorship in 2015, a deal subsequently extended twice, most recently in August 2024, securing their involvement until 2028. The current agreement is reportedly worth around £10 million per season, a significant investment that grants Emirates prominent branding rights throughout the competition. However, the carefully crafted rules allow for exceptions, recognizing the potential commercial sensitivities of clubs like Manchester City.
Manchester City’s history with the FA Cup is rich, having won the competition seven times, including two victories during the Emirates sponsorship era. Their recent triumph in 2023 against Manchester United cemented their status as a dominant force in English football. Since Sheikh Mansour’s takeover in 2008, City has reached the final five times, highlighting their consistent pursuit of silverware. The 2011 victory, their first major trophy in 35 years, marked a turning point in the club’s fortunes, ushering in an era of unprecedented success.
Following their comfortable victory over Salford, City now face either Leyton Orient or Derby County in the fourth round, a fixture scheduled for the weekend of February 8th. The draw presents another opportunity for City to progress in their quest for further FA Cup glory. Their consistent deep runs in the competition, including appearances in the 2011 and 2013 finals prior to the Emirates sponsorship, underscore their ambition and commitment to success across all fronts.
This seemingly minor detail of the sleeve badge highlights the intricate web of commercial interests within football. While Emirates benefits from broad exposure through its FA Cup sponsorship, the rules acknowledge the specific circumstances of clubs like Manchester City, allowing them to navigate the potential conflict with their existing sponsorship agreements. This nuanced approach ensures both the competition and the participating clubs can maintain their respective commercial relationships while upholding the integrity and fairness of the tournament. The FA Cup, steeped in tradition and prestige, continues to attract major sponsors, demonstrating its enduring appeal and influence within the footballing world.
