Premier League drops title sponsor, reveals new branding

16 February 2016, 16:02

The Premier League have revealed details of the new branding that will come into effect along with the division’s new multi-billion pound television rights deal at the start of the 2016/17 season.

With more money involved in the game than ever before – the new deal is worth £5.14bn over three years – the league appear to have decided they don’t need the extra money the title sponsorship brought. It also moves them more in line with American leagues such as the NBA and NFL which also don’t have sponsors.

The league worked in partnership with DesignStudio and Robin Brand Consultants to create the new, simpler identity. Despite rumours to the contrary, the crowned lion is still a central part of the logo.

Mockups of how the rebrand will look on a pitch side display (left) and as an app icon (right)

Two mockups of how the rebrand will look on a pitch side display (left) and as an app icon (right)

Managing Director of the Premier League, Richard Masters, said:

From next season we will move away from title sponsorship and the competition will be known simply as the Premier League, a decision which provided the opportunity to consider how we wanted to present ourselves as an organisation and competition.

“We are very pleased with the outcome: a visual identity which is relevant, modern and flexible that will help us celebrate everyone that makes the Premier League.

“We look forward to sharing more details of our new positioning in the coming months.”

England’s lower leagues are also rebranding at the end of the season, becoming the English Football League.


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