The FA Premier League is to launch its first website in an effort to recoup revenue lost through the scrapping of its second-tier sponsorship structure. The website could rival the site of the league’s biggest sponsor Barclaycard.
The site, which as yet does not have a URL address, will give brands the opportunity to advertise online and attach themselves to the Premiership brand.
Marketing Week revealed the Premier League was scrapping its second-tier sponsorship system to allow clubs to organise the bulk of their own perimeter advertising and hospitality (MW last week). The intention is for the website to act as a replacement revenue stream.
A spokesperson for the Premier League says: “We will be focusing on new targeted partnerships in conjunction with our website.”
It is unclear how the launch will affect the website run by Barclaycard, which launched a £48m three-year title sponsorship with the league this season. The sponsor’s website has been a success and receives about 50 million page impressions a month. A dedicated Premier League site would certainly impact on this.
A Barclaycard spokesperson says: “Our website will continue and we will be looking for some way to make both of them mutually beneficial for both organisations.”