Leicester won’t be winning the Barclays Premier League title next season. Nor, for that matter, will West Ham.
That’s for the simple reason that there will be no such thing in 2017. The Canary Wharf based bank has decided to end its £40million-a-year sponsorship deal with the most exciting league in the world.
The bank, sponsor since 2001, was concerned that the flood of cash pouring into the league would bump up the price tag significantly.
The Premier League is having no title sponsor at all next year and, instead, is pursuing the American model adopted by the NBA and NFL which have “category” sponsors.
Barclays will still be a part of that alongside Nike (official ball sponsor) and EA Sports (sports technology).
Premier League managing director Richard Masters said: “ Barclays has been a fantastic title sponsor of the competition and this new partnership is a sign of the value they continue to see in being associated with the Premier League.
“The exciting football we are witnessing is providing an excellent platform for the league to take forward its new sponsorship strategy and we are working on a number of other category partnerships which will complement this new agreement with Barclays.”
Barclays global head of sponsorships Nathan Homer said: “The partnership will continue to offer us many assets such as tickets that are valued by our customers and clients, as well as helping maintain our long established commercial relationships with the Premier League and many clubs.”
In February the Premier League launched a brand identity built around its lion icon ahead of next season, which will be the first time it has been without a title sponsor in 23 years.
The Premier League had no sponsor in its first year and its only sponsor before Barclays was beer brand Carling.