The English Premier League will not have a title sponsor from the 2016-17 season, the organisation revealed on Thursday.
Keen to emulate major American sports leagues like the NBA and NFL in presenting a ‘clean’ brand, the Premier League’s bosses have decided not to seek a new main sponsor once their current deal with Barclays Bank expires.
Having been sponsored by Barclays since 2004, in 2016 the competition will be known simply as ‘The Premier League’.
Premier League sources have stressed their new sponsorship strategy will not impinge on their clubs’ ability to pursue their own individual commercial models.
“Barclays has been an excellent partner for the League throughout their sponsorship of the competition and we look forward to working with them in 2015/16, the final season of their title sponsorship,” a Premier League spokesman said.
The Premier League did not have a title sponsor in its inaugural season of 1992-93 before signing a four-year, £12 million ($18.4m) deal with brewers Carling.
Carling subsequently paid triple that initial amount to secure a four-year extension to their original deal, before Barclaycard paid £48 million for a three-year contract beginning in 2001.
Barclays paid £57 million for a three-year sponsorship deal in 2004 and subsequent extensions saw the value rise to the £120 million paid for the existing three-year sponsorship in 2012. – Agence France-Presse