The FA Cup, the oldest knockout football competition in the world, is set to be rebranded as the Emirates FA Cup in a new £30million sponsorship deal
In a move that will upset traditionalists, the FA are understood to have secured a three-year contract with Emirates Airlines.
The deal, due to be rubber-stamped by the FA board on Thursday, is believed to be worth at least £10million a year — but comes at a cost for lovers of the 144-year-old competition.
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