Premier brand expands

Jan 6 2010 by Iain Laing, The Journal

THE Premier League is to create a new sponsorship category with the appointment of its first technology partner.

The deal will see fans able to see more information about the league as well as using new technology to monitor the performance of players.

The league’s new partner will have its name featured on 380 TV match broadcasts as well as the league’s website.

Richard Masters, the league’s marketing and sales director, said: “New sectors for Premier League sponsorship rarely arise and we think this opportunity is a very exciting one.”

The technology partner will join a small group of existing sponsors who the league says “receive exceptional returns on investment and positive brand association”.

The deal would start next season, 2010/11, and is initially set to last for three years. The league has been resilient in the downturn and increased revenues from broadcasting deals but it wants to further raise its profile around the world.

Revenues from sponsors, including Barclays, Nike and Budweiser, account for about 5% of the Premier League’s £1.03bn annual turnover.