Tuesday, 9 February 2016


London, United Kingdom - The English Premier
League unveiled its new, sponsor-free "visual
identity" on Tuesday, which will take effect from
the 2016-17 season onwards.
The money-spinning English top flight is ending
its 12-year association with Barclays bank in
favour of becoming a 'clean brand' and will from
now on be known simply as 'the Premier
The new logo -- a crowned lion's head gazing to
the right, accompanied by either the words
'Premier League' or 'PL' -- will replace the
current logo of a lion with its left paw on a
New EPL logo
"From next season we will move away from title
sponsorship and the competition will be known
as the Premier League, a decision which
provided the opportunity to consider how we
wanted to present ourselves as an organisation
and competition," said Premier League managing
director Richard Masters in a press release.
"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."
Canadian brewery Carling was the Premier
League's first title sponsor between 1993 and
Barclaycard, an offshoot of British bank Barclays,
took over in 2001 before Barclays itself took up
the reins three years later.
Barclays paid £120 million ($173.2 million, 154.8
million euros) in 2012 for its most recent three-
year contract.
By dropping its title sponsor, the Premier League
is bringing itself in line with major American
sporting competitions such as the NFL and NBA.
The Premier League is the most lucrative football
championship in the world, with 17 of its clubs
featuring in the top 30 of financial consultants
Deloitte's most recent football rich list.
The coming year will see its wealth swell yet
further, with a new domestic television rights
deal worth £5.14 billion due to kick in at the start
of the 2016-17 season.
The forthcoming sale of overseas TV rights for
the period 2016-2019 is expected to add around
a further £3 billion to the pot.


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