FAPL drops "English" off Barclays Premier League

Barclays has appointed Saatchi & Saatchi to handle the global marketing of its FA Premier League football sponsorship. The advertising agency has been tasked with creating sponsorship idents and promotional campaigns to back worldwide broadcasts of English Premiership matches. “Saatchi & Saatchi will be responsible for promoting the Barclays Premier League around the world. This marks the first truly global push we have initiated for the League,” Richard Mackey, head of sponsorship PR at Barclays, said.

The appointment comes days after the Barclays Premier League re-branded to drop the word ‘English’ in its global activities and create a single unified identity. The competition had been known as the Barclays Premiership in the UK and the Barclays English Premier League overseas. "The decision was taken after extensive research with fans and other stakeholders during the Premier League's recent re-branding exercise showed the need for a single unified identity, The FA Premier League's official website stated.

"We are confident that our simplified and strengthened global identity will help fans associate better with our fantastic competition," Premier League chief executive Richard Scudamore said and Barclays President Robert E. Diamond Jr added: "We're delighted to be the title global sponsor of the Barclays Premier League because of its huge appeal among fans across the world. Introducing a single name for the competition presents our brand in a consistent way across the world."

How interesting that the name change will "help fans associate better" with the product once identified with England.