Diageo remains silent on Premier League ‘bid’

As the tender period for the main English Premier League sponsor approaches, Diageo has remained tight-lipped over speculation it may bid for the title, but said it “looks at opportunities all the time”.

Over the past few weeks, rumours have been circulating that UK drinks giant Diageo is preparing to bid for a supposed £150m title sponsorship of the top English professional football league.

Reports claim that current title sponsor Barclays may attempt to renew the deal, after initially suggesting it would not be prepared to do so.

The sponsorship will be open to tender next month and will come into effect in May 2016.

“With global brands such as Guinness, Smirnoff and Johnnie Walker, sponsorship plays an important role in our marketing activities,” a Diageo spokesperson said. “We look at opportunities all the time so as a rule we do not comment on speculation.”

Diageo’s Smirnoff vodka brand has previously sponsored Formula One team Sahara Force India, however while the team said a renewal had been agreed for 2015, Diageo said discussions were still on-going.

The group’s Johnnie Walker Scotch whisky was also named official sponsor for the 2014 Ryder Cup, and also the “official whisky” of Formula One under a new multi-year deal.

Diageo was forced to defend its sponsorship of Formula One towards the end of last year as lobbyists urged the EU to ban sponsorship of motor racing.