FA names Daire head of sponsorship

Peter Daire was named by the FA to be in charge of its sponsorship department, reporting to Jonathan Hill, the FA's group commercial director.

Daire is currently head of sponsorship for Sky Alive, which is part of Sky Media, and negotiates the contracts of sponsorship deals for football, motorsport and sailing

He will join the FA later this year to manage its partner programme, which is currently in its second season of a four season run, and will continue to the end of FIFA's World Cup 2010 that will be held in South Africa.

Mark Osikosa, who Daire is replacing, will take up a client services role at London 2012.

The FA's partner programme is currently in the second season of a four-season cycle, and will run to the end of the FIFA World Cup 2010 in South Africa.

"Peter's sponsorship experience will be a great asset to us, as will the fact he's worked in the broadcast world, given we have new broadcast agreements set to start next season," said Hill.

"Generating value for our sponsors and broadcasters will be vital in the next few years, and we also need to look at ways we can link them to mutual benefit."

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