Guinness-owner Diageo may take over as lead Premier League sponsor

Caitlin Morrison
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Manchester City celebrate after being crowned Premier League champions last year
Drinks group Diageo could be the latest company seeking the highly-coveted rights to the title sponsorship of the Premier League.

A bid is likely to be tabled in the coming weeks, Sky News reported.

A spokesperson for the company said: “With global brands such as Guinness, Smirnoff and Johnnie Walker, sponsorship plays an important role in our marketing activities. We look at opportunities all the time so as a rule we do not comment on speculation.”

A spokesman for the Premier League said the football business had gone to the market looking for sponsorship, but added: “It’s an ongoing process, and it’s not for us to comment on other companies.”

It was also revealed yesterday that Premier League highlights will stay on the BBC until the 2018-19 season after the broadcaster renewed its deal with the league. The cost of the coverage has risen by 13.5 per cent, jumping from £179.7m to £204m.

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