English Premier League has announced that they will not renew name sponsorship contract with Barclays nor will they sign new sponsorship deal with any company. Instead league will only be known as “The Premier League” starting from 2016-17 season.
Barclays had been sponsoring Premier League since 2004 and document wise and in TV coverage league was widely called “Barclays Premier league” which no longer be the case from next season. English FA wants to promote Premier League as pure brand mirroring some of the american sport leagues like NBA and NFL etc. Thats an massive decision considering the deal with Barclays was worth over £40 million a year when they signed 3 year extension back in 2012.
*Back in 2012 Baclays signed an three year premier league name sponsorship deal worth £120 million and they have been main sponsors of premier league since 2004.
According to reports Emirates Airlines wanted to take over premier league sponsorship and offered 25% more money than what Barclays were paying but English FA decided to go without any sponsor to promote a cleaner image with the use of term “The Premier League”. Spanish League also lost its name sponsor BBVA who decided not extended the deal for Spanish 1st and 2nd division name titles. Spanish FA are also likely to continue without any name sponsor and spanish division 1 will simply be known as “La Liga”.
Out of the top 5 leagues in Europe only Italian Serie A will have name sponsor from 2016-17 season with both Spanish and English leagues deciding not to persue any deal for league names. French league is already using “Ligue 1” as their name.