The Premier League has launched a new logo which will be used from next season.
The fresh new design includes a modern take on the lion icon – a symbol that is part of the competition’s heritage dating back to its launch in 1992.
The crowned lion has been a prominent feature of the Premier League logo since its inception, representing the relationship between the league and the English Football Association – whose logo features three lions
Premier League clubs agreed a new central sponsorship strategy last July which included a move away from a title sponsorship model.
Instead of long-time backers Barclays, the Premier League will have a roster of secondary rights partners from next season onwards.
From next season the Premier League will have seven main sponsors instead of one title sponsor. Two – Nike and EA Sports – have already been announced with five more to be named in the coming months.
Barclays decided not to renew their £40million-a-year deal which runs until the end of the current season.
The bank agreed a £120m three-year deal in 2012 for the rights – an increase of almost 50 per cent on their previous £82m contract.
This follows the top flight turning down a £45m-a-year offer from drinks brand Diageo, having wanted £60m.
Barclays have been associated as lead sponsors of the Premier League since 2001 when it was known as the ‘Barclaycard Premiership’ and then became the ‘Barclays Premier League’ in 2004.
Before the involvement of the banking giant, lager brand Carling were the lead sponsors between 1993 and 2001.
The decision to have no lead sponsor also makes it easier for the Premier League to communicate to their global audience.
The move reflects the organisation’s desire to mirror major American sports leagues like the NBA and NFL in presenting a ‘clean’ brand.
‘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,’ said Richard Masters, Premier League managing director.
‘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.’
The Premier League last changed its visual identity/logo in 2007.
Source; Daily Mail UK