Premier League ‘Big Six’ wary of £750m new advertising deal

The Premier League’s so-called ‘Big Six’ clubs are concerned about a proposed centralised advertising model that could generate an additional £750 million annually, according to the Daily Mail.

Premier League officials presented the proposal during a recent shareholder meeting.

They outlined plans to adopt an American-style system where the league would negotiate and sell a significant portion of pitch-side advertising on behalf of all clubs.

Sixty-percent of perimeter advertising would be controlled centrally while increasing the number of top-tier commercial partners from seven to 10.

The league would then distribute the additional revenue among the 20 clubs based on various performance and commercial criteria.

However, the proposal has reportedly been met with scepticism from Manchester United, Manchester City, Arsenal, Chelsea, Tottenham Hotspur and Liverpool.

While none of the clubs publicly commented, sources suggest several are unconvinced about the proposal’s overall value.

Their concerns centre on the extensive commercial operations already run by top clubs, with many believing their in-house expertise surpasses what a league-wide structure could deliver.

There are also fears about potential conflicts with existing sponsorship agreements.

For instance, if the league were to secure a central automotive partner, it could clash with club-specific agreements already in place.

Under current rules, the league allows five minutes of pitch-side advertising per match, with broadcasters controlling three minutes when games are televised.

The new proposal would significantly change how those commercial opportunities are sold and distributed.

Despite resistance from leading clubs, the initiative could attract support from smaller teams looking to benefit from the global commercial pull of the league’s biggest brands and bolster their finances.

League insiders maintain that the proposal is backed by strong financial analysis and is being explored to maximise collective revenues, with further discussions expected before any formal vote is introduced.