Barclays Calls Time On Premier League Deal

Premier League title sponsors Barclays will not renew its £40million-a-year deal when the current partnership comes to an end next year.

The bank agreed a £120m three-year deal in 2012 for the rights – an increase of almost 50% on its previous £82m contract – having sponsored the competition since 2001.

However, following a record £5.1billion TV rights deal from Sky and BT Sport, set to kick off from the start of the 2016 season, Barclays reportedly expect the cost of the next sponsorship to rise considerably.

Costs of promoting the sponsorship through advertising, public relations and social media are also expected to rise, as the league continues to grow around the world.

It was reported earlier this year that the likes of Guinness, Ford and Mastercard were among a pack of blue-chip companies supposedly considering bids for the title sponsorship.