Row over Premier League sponsorship

Barclays Bank have indicated that they will not renew their £40m a year sponsorship of the Premier League when it ends in 2015-16.   They may well feel that they have extracted all the value they can from it and the association with such a wealthy competition may not be the best one for a bank given recent criticisms of the industry.   At times, they have also felt that their name is not mentioned enough in stories about the league.

Barclays Bank have indicated that they will not renew their £40m a year sponsorship of the Premier League when it ends in 2015-16.   They may well feel that they have extracted all the value they can from it and the association with such a wealthy competition may not be the best one for a bank given recent criticisms of the industry.   At times, they have also felt that their name is not mentioned enough in stories about the league.

The popularity of the Premier League abroad was seen as a major factor behind the bank’s decision to continue with their sponsorship for almost 15 years.

With games broadcast into 650 million homes in 175 countries, Barclays have used their agreements to promote themselves throughout the world, particularly in Africa and Asia.

However, a controversy has broken out about reports that drinks company Diageo may take over the sponsorship with a debate over the issue on Radio 5 at lunchtime.   Alcohol awareness groups consider that there is an inconsistency between the message about healthy living which sport should be promotion and the consumption of alcohol.   Of course, for many fans, a day at the match would not be complete without a drink or two beforehand and another one afterwards to celebrate or drown their sorrows.

Flush from its new television deal, the Premier League may in any case abandon a single sponsor and opt for a partnership arrangement with a number of partners representing brands from different industries.

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