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Barclays renews Premier League partnership

Former Premier League title sponsor Barclays has renewed its Official Bank Partner deal with England’s top-tier football league.

According to Sky News, the deal is worth £31.5m (€35.5m/$40.5m) over three years, from 2018-2019 to 2021-22, a 15-per-cent uplift on the current deal put at £9.25m per year.

SportBusiness Sponsorship can confirm that the renewal was approved at a meeting of the Premier League’s 20 clubs last Thursday.

The Premier League is tidying up its portfolio in time for the next sponsorship cycle

SportBusiness Sponsorship reported last week that EA Sports has renewed as the Lead Partner in a deal that is still to be announced, and that Budweiser will take over the beer category from incumbent Carling.

Cadbury, which is running to a different cycle, from 2017-18 to 2019-20, is also thought likely to renew in the Official Snack Partner category.

Three brands have already committed to the next cycle: Luxury watch brand Tag Heuer, soft drinks giant Coca-Cola and sporting goods brand Nike.