Premier League's contested creative business heads to RKCR/Y&R


By Tony Connelly | Sports Marketing Reporter

February 25, 2016 | 3 min read

Premier League's creative account has gone to RKCR/Y&R, The Drum understands.

The business was highlighy contested following the group's radical clean brand overhaul, according to a source close to the matter.

It is understood that the WPP-owned agency saw off one of its main rivals, adam&eveDDB, in the final round of the pitch to win the business.

RKCY/Y&R Premier League

RKCY/Y&R Premier League

RKCR/Y&R appointment represents the first major appointment by the Premier League since it ending its partnership with Barclay’s and moved away from a title sponsorship model. As part of the changes the league recently unveiled a new brand identity and logo which was created by DesignStudio and Robin Brand Consultants.

League bosses wanted to kill off the title sponsorship model for some time and now that it is free from the constraints of a main sponsor the league and clubs are free to sell more global sponsorships.

The Drum has reached out to the Premier League and RKCR/Y&R for comment and is awaiting a response.

It marks a strong start to Jon Sharpe's rein as chief executive since he took over the role at the end of last year.

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