Premier League: Guinness (Diageo group) could replace Barclays as title sponsor

The Irish beer brand Guinness, which belongs to the British Diageo group, could replace the bank Barclays as the title partner of the Premier League according to several British media outlets on 29/01/2015.

The Premier League is seeking to obtain a sum of £60m (€67m) per year for the 2016-17 to 2018-19 period. Barclays has not officially announced its withdrawal, and still has the option to renew its partnership after it ends at the close of the 2015-16 season. The bank has paid €48.3m to the league per season since it extended its title sponsor agreement in 2012.

Diageo want to strengthen the visibility of the Guinness brand, which is enjoying significant growth in the African and Asian markets, regions where the Premier League is well-known.

• The Korean Samsung group (electronics), and American groups Mastercard (financial services) and Ford (automobile) could also be candidates, according to the British website Sky News on 29/01/2015.

Reasons that may lead Barclays to decline renewal of the contract

• Barclays may end its title sponsorship of the Premier League at the end of…