The Premier League "is considering abandoning its long-running title sponsorship arrangements when Barclays' 15-year association with English football's top flight ends next year," according to Mark Kleinman of SKY SPORTS. The Premier League "is in talks with its shareholders, the 20 clubs, about moving to a 'partnership model' which would involve alliances with a handful of brands in different industries." The idea, which is at an early stage, "would signal an evolution of one of the most lucrative commercial deals in British sport." Some leading clubs are said to favor "abandoning the existing structure because they believe they could earn more money from a series of partnership deals." The Premier League "was continuing to
discuss title sponsorship opportunities with companies including Diageo,
which has been examining a tie-up with its Guinness brand." On Thursday, Barclays said that "it would not renew" its £40M ($59M)-a-year agreement. Barclays said in a statement, "The sponsorship has been very successful for Barclays, but having carefully considered whether it is the right partnership for us given where we are as a business and a brand today, we have concluded the time is right to pass the baton on" (SKY SPORTS, 3/28).
