The insurance company takes over from Littlewoods with immediate effect as the name on the world's oldest football tournament.

The FA commercial director, Phil Carling, said: "In selecting a sponsor for the competition, the Football Association had to be sensitive to the special traditions of the FA Cup.

"We were anxious to find a partner that would have a feeling for the competition and its unique properties."

He said the FA's Charter for Quality, which is revolutionising youth development, the women's game, which will see their own FA Cup and Premier League sponsored by Axa, and the National Stadium will all benefit from the investment.

Cup's second sponsor

Axa, who are perhaps best known in the sporting world for their association with cricket's Sunday league, will be its second sponsor after Littlewoods ended their £14m three-year involvement.

It will be called the Axa-sponsored FA Cup, rather than the old-style FA Cup sponsored by Axa, to avoid the name being lost in reports.