Football Trade Directory

Premier League; The race to replace sponsors Barclays is on


Guinness producers Diageo are one of the companies battling to secure a title sponsorship deal, worth £150 million, with the English Premier League.

Sky News has reported that Diageo, a FTSE-100 alcoholic drinks producer, is working on a bid for the rights.

Diageo does not have a top-level football sponsorship deal in the UK, but the Premier League could offer a valuable platform to promote the brand across Africa, Europe and Asia. One draw back though could be the fact that more and more clubs are looking for more 'family' orientated brands.

John Booth MD of FTD commented:

'We have seen more and more clubs shy away from alcohol, pay day loans and to a lesser extent gaming and betting.

'These activities can't go on children's replica shirts and with the labour part threatening to impose tighter restrictions on this area if elected, the Premier League look sure to look long and hard at their next long term partners.'

Barclays, the current sponsor, has also not ruled themselves out totally despite expectations that it would withdraw after its existing deal expires at the end of next season.

In 2012, Barclays agreed a three-year deal with the Premier League valued at £120 million, which includes global title sponsorship rights, UK and international TV programme accreditation, extensive advertising rights, matchday tickets and hospitality, as well as joint community activity.

Samsung, the Korean consumer electronics giant which sponsors the current Premier League leaders Chelsea, is also understood to have expressed an interest in bidding for the title sponsorship.

Ford and Mastercard have also been touted as potential candidates.

The Premier League’s growing global audience has fuelled expectations that the next three-year deal could fetch upwards of £60 million annually, with a deal expected to be concluded before the summer.


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