Football execs see tougher times ahead

Football clubs face leaner times as corporate clients and sponsors hit by the global financial crisis seek to trim spending, top football executives told the International Football Arena at FIFA headquarters yesterday.

"Will the corporates be affected? The answer is: probably yes they will be the first to cut back," said former Arsenal and FA vice-chairman David Dein.

"You will see more churn at the top end. Box seats will be harder to sell," he added.

Chelsea chief executive Peter Kenyon said the sport was not immune to the financial crisis and could not afford to be complacent despite having secured short-term revenue streams from TV and season ticket sales.

"We are going to come under increasing pressure in areas of sponsorship and it's something we, as a club have taken very seriously and, as all these things, are reviewing our cost bases and business," said Kenyon.

Premier League West Ham United recently lost its sponsor when holiday company XL went bust.