The English Premier League has defied some of European football’s commercial trends by informing the media about their intentions to drop their title sponsor, starting from the 2016/17 season. In other words, the league will no longer be known as the Barclays Premier League, but simply as ‘The Premier League’.
Sources suggest that the league intends to mirror American sports divisions’ clean branding approach, ultimately associating football with nothing but sports. In the lead-up to the decision, the league’s senior management had rejected an offer £45 million from drinks brand Diageo and is now set to become sponsor-less for the first time since 1993, when beer brand Carling had bought the naming rights of the division. Barclays had been the title sponsor since 2004 and had indicated early on that they would not be renewing their deal.