Guinness producers Diageo to bid for Premier League title sponsorship
The producers of Guinness, Diageo, are thought to be one of the companies battling to succeed Barclays as the Premier League's title sponsors.
The deal which is also thought to interest Chelsea's Korean shirt sponsors, Samsung, is expected to fetch somewhere in the region of £150m over three seasons.
In 2012, Barclays agreed a three year contract with the Premier League which continues to include global title sponsorship, TV programme accreditation, extensive advertising rights, matchday tickets and hospitality.
Diageo were unable to comment specifically on negotiations with the Premier League, but did confirm to ITV News in a statement:
“With global brands such as Guinness, Smirnoff and Johnnie Walker, sponsorship plays an important role in our marketing activities.
"We look at opportunities all the time so as a rule we do not comment on speculation.”
Ford and Mastercard are also rumoured to be interested in the deal which should be finalised before the current Premier League season finishes in May.