The crowned lion has been a prominent feature of
the Premier League logo since its inception, representing the relationship
between the league and the English Football Association - whose logo features
three lions. Premier League clubs agreed a new central sponsorship strategy
last July which included a move away from a title sponsorship
model. Instead of long-time backers Barclays, the Premier League will have a roster of secondary rights
partners from next season onwards.
From next season the Premier League will have seven
main sponsors instead of one title sponsor and for now Nike and EA Sports have
already been announced with five more to be named in the coming months. Barclays
decided not to renew their £40million-a-year deal which runs until the end of
the current season. Barclays have been associated as lead sponsors of the
Premier League since 2001 when it was known as the Barclaycard Premiership and then became the Barclays Premier League in 2004.
Richard Masters, Premier League managing director said “From next season we will move away from
title sponsorship and the competition will be known simply as the Premier
League, a decision which provided the opportunity to consider how we wanted to
present ourselves as an organisation and competition. We are very pleased with
the outcome: a visual identity which is relevant, modern and flexible that will
help us celebrate everyone that makes the Premier League. We look forward to
sharing more details of our new positioning in the coming months”.
The decision to have no lead sponsor also makes it
easier for the Premier League to communicate to their global audience as the
move reflects the organisation's desire to mirror major American sports leagues
like the NBA and NFL in presenting a clean brand.
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