Can Leicester City Win The Last Ever Barclays Premier League?
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As the 2015/16 Barclays Premier League draws to an exciting conclusion, with the potential fairytale ending of Leicester City becoming champions, we are reminded that they will be the last ever Barclays titled winners. From the 2016/17 The Premier League will drop its title sponsor in favour of adding 7 sponsorship categories
Barclays paid around £40 million per season for the last 3 year deal but the English Premier League would like to build their market and brand across the globe. By taking a lead from the Fifa World Cup and the Olympics, neither of whom have title sponsors as they have a brand they like to protect and have various sponsorship categories which are highly regarded. It further wants to have a clean brand such as the NFL and NBA in America. It is thought that this will increase the potential upside to global merchandising and licensing revenue.
Barclays say their business model has changed over the last 3 years and the need to be the headline act is less relevant and the impact they made globally has probably been maximised. Barclays will still remain as a sponsor and will become the official bank of the PL but, interestingly it will only cost Barclays around £10 million per season for this honour. Barclays will also have 1st rights to any of the Premier Leagues banking requirements.
Other category sponsors are being sort but, Nike Inc have agreed a deal to remain as the official ball supplier, whilst Electronic Arts Inc. (EA Sports) is the new official sports technology sponsor. It is thought an official beer (probably Carlsberg) and official travel supplier (Emirates) will be named shortly.