Granada asks £18m for ITV Premiership highlights

Barclaycard has eight days to notify Granada Enterprises whether or not it wants to sign up to sponsor ITV’s coverage of the FA Premier League.

The card services company, which has agreed a &£48m three-year global title sponsorship deal of the FA Premier League from the start of next season, has first right of refusal on ITV’s highlights package.

Granada Enterprises is understood to be asking for &£18m over three years – which would make it one of the network’s biggest sponsorship deals. ITV paid &£183m for the rights to highlights, snatching them from the BBC, which packages them under Match of the Day.

Barclaycard marketing director Paul Parmenter says: “We have developed plans to take our association with the FA Premier League further. It is not appropriate for me to comment on other contracts.”

A spokesman for Granada Enterprises confirmed that the company had spoken to Barclaycard and that it had ten days following the Premier League deal to decide whether to sponsor the highlights or not.

If Barclaycard decides not to pursue the rights, Granada will be able to offer the sponsorship to a non-competing brand through a sealed-bids process.

Carling, which pulled out of negotiations to renew its sponsorship of the FA Premier League, is known to be interested in sponsoring ITV’s highlights package. The Bass-owned brand paid &£36m for their three-year sponsorship deal which expires at the end of this football season.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here