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Barclays have renewed their sponsorship of the Premiership, paying a total of £65.8m for the title rights for the three years up to and including the 2009-10 season. This compares with £57 million for the present deal which finishes at the end of the season. Robert Diamond Jr., president of Barclays plc, said, 'I see the sponsorship of the world's best football league as a major strategic investment. We all know the fantastic appeal of the Barclays Premiership in the United Kingdom, but this sponsorship also fits our international presence and aspirations, particularly in Asia and continental Europe.' Premiership matches are screened live in 204 countries and Barclays has extensive business interests in Europe and the Far East. It will be supporting a new pre-season tournament in July next year, called the Premier League Asian Trophy. This is planned to be held biennially, the first one likely to be in China, with three Premiership clubs and one from the host nation taking part.
Carling were the first sponsors of the Premier League (there was no sponsor in the first season), paying £3m a year from 1993-7. This deal was renewed from 1997-2001 with Carling paying £12m a year. Barclaycard then sponsored for three years, paying £16m a year, compared with £19m a year for the current deal and £21.9m a year for the new one. The agreement includes rights for advertising on perimeter boards and on backdrops to interviews, as well as a significant number of tickets and access to hospitality facilities. Involvement in the Premiership can give a firm credibility and an enhanced profile, attractions which also influence foreign investors in clubs.
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