The days when football fans just bought replica tops and other souvenirs from their favourite club are looking increasingly numbered with the news that supporters are now set to be targeted by one of the world's largest financial services companies.

Zurich Financial Services has confirmed that it is "talking to" Fans 1st, a leading independent financial adviser (IFA) in the area of selling financial products such as savings and pensions to fans.

Under the proposed deal, Fans 1st would become a tied agent of Zurich for its regulated business, while Zurich would invest in its IFA network, which currently offers independent financial advice to 12 football clubs, including Blackburn Rovers, Bolton Wanderers and West Ham.

In October, Zurich signed an agreement with Manchester United to launch a new range of affinity products under the MU Finance brand.

It already has existing arrangements with Rangers and Leeds football clubs, and also sponsors premiership rugby union.

Growing business

An increasing number of football clubs offer a range of financial products and even financial advice to their fans.

Some clubs, such as Bolton Wanderers and Blackburn, offer financial advice on site at the club ground.

The deal being discussed would involve Fans 1st selling Zurich group products, for the company's regulated business, such as pensions and savings.

Zurich in turn would invest heavily in the company to increase its IFA network.

A spokesman for Zurich said: "The company's strong links with the sporting world makes the company ideally placed to do business with Fans 1st."

Net result

Deloitte & Touche's annual review of football finance showed that while football has become a billion pound business, many clubs are still running at a huge loss.

"Added value" services, such as financial advice, are seen as one way of generating extra cash.

Most of the financial services are run by an existing bank or building society, with a percentage of the funds saved or spent being passed on to the football club.

Last year, Manchester United generated �494,000 from its fans who saved into its deposit account managed by the Britannia building society.

The society operates similar saving schemes on behalf of seven clubs, including Chelsea and Ipswich Town.

Joanna Turner of Britannia said: "They just save in the normal way. At the end of each year 1% of the total balance of everything is given to the club."

Affinity schemes

Some clubs have taken a more active role in offering financial products.

Southampton Football Club has offered financial services on site since May 1999 and its two financial services companies - Southampton Insurance Services and Southampton Mortgage and Finance Centre - are wholly owned subsidiaries of the club.

They offer a range of financial products from pensions, savings schemes, mortgages, along with general insurance, including travel and home contents.

The club also recently launched Saintsmortgages.com, a mortgage website.

Phil Shepherd, financial director, said: "Banks were banks and building societies building societies in the past. But now the services are mixed and this is true of football clubs."

"It is an additional income stream for the club, but it also provides fans with an everyday service."