Diageo, makers of Guinness, are favourites for the rights with Barclays having initially indicated they might not renew. However, Barclays are now re-considering, meaning clubs could be looking at another payday in the summer.
And the added windfall, although small compared to the extraordinary TV rights deal with Sky and BT, with increasing the pressure on the Premier League to make additional charitable contributions and demonstrate its work in the community
The current deal with Barclays runs out in May 2016 and for the first time in 15 years Barclays have not automatically renewed their option to be the title sponsors, meaning the contest will be put out to tender next month, which could result in a 50 per cent increase in the current £120million three-year deal.
Diageo look to be the favourites but with the Premier League keen to emphasise the amount of work they do in education, youth work and communities, Barclays may prove to be a better fit. The bank’s image has been tarnished by rate-fixing scandals but its Premier League sponsorship has focussed on the charitable work of football clubs and its own Spaces for Sport programme, which provides new sporting facilities and which fits the bank’s desired new community image.
If Diageo do win the bid and the league becomes the Guinness Premier League there would be restrictions on any work the sponsors could do with youth charities because there could be no alcohol branding at such events.
Richard Scudamore may favour a bid from Barclays due to their recent good reputation within football