The Premier League, the world’s richest soccer competition, is in the early stages of seeking its first global media agency.
The league recently parted company with long-term title sponsor Barclays, and is planning to build a standalone brand in the guise of US competitions such as American football’s competition, the NFL.
The Premier League – created in 1992 – has unveiled new branding and, earlier this year, appointed London-based RKCR/Y&R as its first ad agency. Now it is in the “early stages” of a process to find an agency to handle global media planning and buying.
It is believed that league spent considerably less than $50m on advertising last year, but this is likely to increase as the organisation looks to build its global brand.
A Premier League spokesperson declined to comment.
It comes as the league enjoys a huge influx of global TV revenue. Over the coming three years, Premier League clubs will benefit from £8.3bn ($10.9bn) in money from broadcast deals, up from £5.5bn ($7.24bn) over the past three years.
With the new season set to kick off next month, leading clubs such as Manchester United, Chelsea and Liverpool have been touring key target markets including the US and China to drive interest and win additional fans.