Budweiser ends FA Cup sponsorship after three years

U.S.-based beer giant Budweiser has decided not to renew its nine million pound a year deal with the Football Association (FA).

The current deal expires at the end of the season, and a search is on for a new sponsor for the 2014-15 competition, reports the BBC.

Budweiser was the first U.S. sponsor of the FA Cup, which still retains a special place in English football.

There have been reports that the FA would consider offering naming rights for the trophy, but it is understood that it is seeking a similar arrangement to the existing deal.

Before Budweiser, the FA Cup's lead sponsor for five years was energy giant E.On.