Blow to FA Cup.

THE Football Association has confirmed energy giant E.ON will not be renewing its sponsorship deal with the FA Cup at the end of this season.

E.ON's four-year deal was understood to be worth pounds 32million to the FA and a search will now begin for a new sponsor for the tournament.

An FA spokesman said: "The FA can confirm that E.ON's sponsorship of the FA Cup will come to a close at the end of the current 2009/10 season. "The FA would like to thank E.ON for its investment into and support." E.ON said changes to its UK sponsorship strategy meant it was not pursuing a renewal of the FA Cup deal.

FA chiefs are confident that the market value of the competition remains high and that they will attract an equal or bigger deal for the next four-year cycle.