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SBD Global/June 24, 2014/Marketing and Sponsorship

Barclays Undecided On Bidding For English Premier League Sponsorship Rights

Barclays pays $68M annually for Premier League sponsorship rights.
The Premier League "will stage an auction for sponsors for the first time in 12 years, further cutting Barclays’ chances of keeping its name associated with the most popular football league in the world," according to John Reynolds of the London DAILY MAIL. Barclays’ £40M ($68M) annual sponsorship "is one of the highest-profile deals in sport because of the global reach of the Premier League." Previous contracts between the bank and Premier League "have included an exclusivity period, which has given Barclays up to six months to renew the deal without rival bids." But Premier League clubs "have voted not to offer the same exclusivity period this time, meaning the deal will go out for bids." Barclays Head of Brand David Wheldon said, "It is one of the most valuable title sponsorships in the world and, for commercial reasons, this cycle the Premier League will be going to the open market. We have not decided whether to bid" (DAILY MAIL, 6/21).
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