The energy firm is sponsoring the tournament for the first time this year. The first ident features Championship side Sunderland; entitled 'Shoot the O', it shows Sunderland fans hoofing footballs through a giant E.ON sign. E.ON is backing the TV work with a raft of promotional activity as well as a series of print ads in FA Cup match-day programmes.
Creative agency: RKCR/Y&R
Media agency: Initiative.