The Premier League will be without a title sponsor for a season after it parts ways with current backer Barclays next year.
The competition reportedly wants to be known simply as "The Premier League", replicating the "clean" brand image seen in American sports such as the NFL and NBA.
After failing to find any takers on its reported £60m asking price (the league is believed to have turned down an offer from Diageo), the Premier League will adopt a model allowing more secondary, regional-based partnerships around the globe.
The Premier League's current deal with Barclays is worth £40m a year. The initial deal it signed with the British bank in 2004 was worth just £19m.
In its inaugural season the Premier League went without a sponsor before signing a four-year £12m deal with Carling in 1992, who then doubled that amount in 1997.
A Premier League spokesperson said:
Barclays has been an excellent partner for the League throughout their sponsorship of the competition and we look forward to working with them in 2015-16, the final season of their title sponsorship.