BrandArena: Premier League Nears UK£75 Million Sponsorship Renewal with Barclays

Wednesday 12 June 2024

Premier League Nears UK£75 Million Sponsorship Renewal with Barclays

The Premier League is on the verge of finalizing a sponsorship extension with long-time partner Barclays, valued at UK£75 million (US$95.6 million), according to Sky News. The proposed four-year renewal was recently presented to the league’s 20 clubs and represents a substantial increase of over 60 percent compared to the previous contract.

Barclays has had a longstanding relationship with the English top-flight, having served as its title sponsor from 2004 to 2016. Before that, its Barclaycard product held a similar role for three years. Since 2016, the Premier League has not had a title partner, with Barclays continuing as the official bank.

Additionally, Barclays is reportedly close to securing a title sponsorship extension for the Women’s Super League (WSL) and Women’s Championship. This new three-year deal is expected to be worth UK£9 million (US$11.5 million) annually.

Beyond football, Barclays maintains a strong presence in sports sponsorship. It is the official banking partner of the Wimbledon tennis grand slam and recently inked a jersey patch partnership with the Women’s National Basketball Association’s (WNBA) New York Liberty.

In contrast, Oracle, the current official cloud partner of the Premier League, is likely to forgo renewing its partnership. Oracle's infrastructure currently supports the league's data assets, including historical match data and real-time information from the league’s data partners. Their machine learning models generate insights showcased on the Premier League’s broadcast and digital channels, such as live win probability statistics.

Separately, the Premier League is set to welcome Guinness as its new beer sponsor. Reports from April indicated that the league has signed a four-year agreement with the Diageo-owned brand, worth UK£41 million (US$52.3 million) in total, replacing Budweiser.

Moreover, the English top-flight recently entered into a four-year licensing partnership with Sports Interactive. This agreement will see the popular Football Manager game series feature official logos, kits, and player photos going forward.

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