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Premier League Needs A New Sponsor

premierleague home Premier League Needs A New SponsorThe 2010-2011 season could be a turning point for the Premier League. ESPN could have the TV rights to the league by then and could share it with either Sky Sports or Setanta Sports in the UK, and possibly Setanta Sports in the United States. And now we learn that the Premier League may have a new sponsor beginning that season because Barclays Bank are reviewing their sponsorship decisions.

It’s about time the Premier League gets a new sponsor. Barclays has sponsored the league since 2001 and has added an air of respectability to the Premiership. But it’s time to change. Barclays is not a global brand, so the millions that the bank spends on sponsoring the Premier League has no relevance to me because there are no Barclays Banks nearby. Sure, it helps the bank overseas especially in new markets such as Asia, but what the Premier League needs is a global brand that is respectable and that can take the Premiership to the next level in terms of money.

Last year I wrote about how the Premier League were risking losing their brand-name recognition after they decided to officially drop the “Premiership” name and replace it with the official name of the league, the “Barclays Premier League” (BPL). I criticized the decision at the time because the initials would have to change whenever a sponsor changed.

For example, what would happen if, hypothetically, Siemens became the new sponsor of the league. The league’s new acronym would be the SPL. But everyone knows that the SPL is the Scottish Premier League, so unnecessary confusion would be created. I believe that the Premier League should stick to being called “the Premier League, sponsored by [insert name]” and drop the ridiculous acronym idea.

Who do you think would be the right sponsor for the Premier League if and when Barclays Bank doesn’t renew its agreement? Click the comments link below and let us know.


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About Christopher Harris

Founder and publisher of World Soccer Talk, Christopher Harris is the managing editor of the site. He has been interviewed by The New York Times, The Guardian and several other publications. Plus he has made appearances on NPR, BBC World, CBC, BBC Five Live, talkSPORT and beIN SPORT. Harris, who has lived in Florida since 1984, has supported Swansea City since 1979. He's also an expert on soccer in South Florida, and got engaged during half-time of a MLS game. Harris launched EPL Talk in 2005, which was rebranded as World Soccer Talk in 2013.
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