Premier League clubs are set to receive an additional £180M ($277M) bonus in the next few months with EPL CEO Richard Scudamore "poised to renew the league’s sponsorship deal," according to Rob Draper of the London DAILY MAIL. Diageo, maker of Guinness, is a favorite for the rights with Barclays having initially indicated it "might not renew." However, Barclays is now re-considering, "meaning clubs could be looking at another payday in the summer." The added windfall increased the pressure on the Premier League "to make additional charitable contributions and demonstrate its work in the community." The current deal with Barclays runs out in May '16 and for the first time in 15 years Barclays has not automatically renewed its option "to be the title sponsors, meaning the contest will be put out to tender next month," which could result in a 50% increase in the current £120M ($185M) three-year deal. Diageo looks to be the favorite "but with the Premier League keen to emphasise the amount of work they do in education, youth work and communities, Barclays may prove to be a better fit." Neither Diageo nor Barclays will comment but both "are understood to be considering their bid, which will have to be submitted by May" (DAILY MAIL, 2/14).
