Sponsors flock to football ahead of rugby league and union

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Football Federation Australia is set to beat two code rivals when it comes to sponsorship revenue, posting a 30 percent increase for this financial year.

That’s according to head of commercial Luke Bould, who told Sponsorship News the revenue figure was "comfortably north of" $30m.

The massive growth comes off the back of a number of major partnership deals over the last financial year, including with Telstra, Sony Playstation and AIA Vitality.

"It's really the first significant growth in commercial revenue for five years, and it will put us in a position where (the FFA) will comfortably eclipse the numbers the ARU and NRL put out recently," Bould said.

The FFA's forecast sponsorship figure would take it past the NRL and ARU.

The NRL posted sponsorship revenue last year of $27m, while the ARU’s was $28.7m.

Cricket Australia and the AFL both generate in excess of $50m in sponsorship annually.

With the FFA’s strategic focus on Asia, the figure for FFA is set to increase even more in the next financial year, with Bould forecasting another 17-20 per cent jump.

Hyundai – naming rights sponsor of the A-League – has a deal which is up for renewal at the end of next season.

That contract coincides with the expiry of the current broadcast agreement with Fox Sports and the SBS. Seven has already signalled its intention to bid for the rights.