Premier League begins hunt for global media agency

The Premier League has begun a review of its global media planning and buying requirements as it looks to build its brand through advertising after splitting with its headline sponsor Barclays.

The world’s most lucrative league in terms of media income appointed its first ad agency this year, Rainey Kelly Campbell Roalfe/Y&R, and is now looking for a media shop to plan and buy campaigns in different markets. 

It is understood the Premier League is handling the media review directly.

The Premier League had originally planned to launch a campaign to coincide with the start of the new football season in August, but it is understood this will now not happen until January.

RKCR/Y&R won the league’s advertising pitch in February after going up against Adam & Eve/DDB in the final round, with M&C Saatchi taking part at an earlier stage.  

For the first time since its inaugural season, the Premier League will operate without a corporate sponsor. The competition unveiled a new corporate brand identity in February, which it hopes to build into an international brand similar to the NFL or NBA.

A spokesman for the Premier League declined to comment.

Last year, the Premier League’s media spend was estimated at £22m, but this could be larger next year as it produces above-the-line advertising for the first time.