Barclays Premier League sponsorship under review

Barclays%20Premier%20LeagueBarclays has launched a group-wide review of its global sponsorships, in a move that could see the financial giant scrap its £65m FA Premier League deal.

Speaking exclusively to Marketing Week, Libby Chambers, Barclays Global Retail and Commercial Banking chief marketing officer, says the Premier League sponsorship is “very much” part of the overall review. The current deal runs until May 2010.

Chambers says that it has done a “great job” of raising the global profile of Barclays, but every sponsorship property would be looked at during 2009.

She adds: “There will be a thorough review of our sponsorships to make sure that we are getting a strong return on investment across the board.”

Those sponsorship properties that are not deemed to meet return on investment criteria are expected to be axed at the end of the contract.

Barclays sponsors a number of events, including the Scottish Open and Singapore Open championships in golf, the Barclays Churchill Cup in rugby union and the Barclays Dubai Tennis Tournament.

Earlier this year, it signed a £17.5m five-year deal with the ATP, the governing body for men’s professional tennis, to become title sponsor of its end-of-season finals from 2009. The event will be renamed the Barclays ATP World Tour Finals and will replace the Tennis Masters Cup.

Barclays first sponsored the Premier League, then known as the Premiership, in 2001 taking over from beer brand Carling in a three-year £48m deal. The partnership started using Barclaycard but switched to the flagship brand in 2004. In 2006, it signed a three-year £65.8m extension taking the deal up to 2010.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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