Barclays has deepened its longstanding partnership with the English Premier League by completing a £31.5m three-year sponsorship extension with the league.
The extension means that the league will reap the benefits of a 15 per cent rise on its previous deal, which originally commenced in 2016, when the bank ceased its run as the league’s primary sponsor and instead became the official banking partner of the league.
The latest extension means that Barclays will maintain its partnership with the Premier League until at least the conclusion of the 2021-22 season.
Barclays maintains its position amongst a host of renowned brands, such as Nike, Cadbury, Tag Heuer and Carling, as the league’s key partners. From next season, the mantle of the league’s primary sponsor will be taken up by Coca-Cola.
It comes after last week’s announcement that television executive Susanna Dinnage was named as the successor to Premier League chief executive, Richard Scudamore, who will leave the role after nearly 20 years.
The appointment means that Dinnage will become one of the most powerful females in the world of sport, she will take up the role at the start of 2019, departing her current role as the global president of Animal Planet, part of the Discovery group of TV channels.
Speaking about her new role, Dinnage stated: “I am excited at the prospect of taking on this fantastic role. The Premier League means so much to so many people. It represents the pinnacle of professional sport and the opportunity to lead such a dynamic and inspirational organisation is a great privilege.
“With the support of clubs and the team, I look forward to extending the success of the league for many years to come.”
