Hi everyone, Barclays will keep its association with the Premier League after its title sponsorship agreement expires with a new deal that will see it become the league’s official banking partner.
The British banking group agreed a three year contract with Premier League that will take it up to the end of the 2018-19 season. The official banking partnership makes Barclays the third category partner of the Premier League which will have Nike as its official match ball partner and EA Sports as its sports technology partner.
Barclays global head of sponsorships, Nathan Homer, said: “The Premier League is moving to a new model without a title sponsor yet we could still see the benefit of maintaining our association with one of the most successful sports brands in the world.
“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 unveiled its new brand strategy which ended its 15 year-long Barclays title partnership in favour of a clean brand model that would give it greater freedom to sell sponsorships worldwide.[Source: The Drum]
An interesting move from Barclays to agree on a new deal though not a title sponsor. Whether or not it was the right move, we will know for sure in a few months.