Diageo weigh up bid to dethrone Barclays as English Premier League sponsor

Following the conclusion of Barclays' three year sponsorship deal worth £120m ending before the 15/16 season kicks off, Diageo’s flagship beer brand Guinness could be the next title sponsor of the English Premier League in a deal thought to be worth £150 million, if speculation about the company preparing a bid is true.

Diageo’s ambitions of landing the deal could be complicated by the fact many Premier League clubs have individual supply and sponsorship agreements with rival beer brands, according to Sky News.

Current sponsor Barclays has also announced its intent to issue another bid for the rights, although Samsung, Ford and MasterCard are reportedly interested in the sponsorship.

In West Africa, Diageo is one of the strongest TV advertiser of the EPL with a significant support for the round leather game at the grassroot level.