Deadline Runs Out For ITV Football Sponsorship Deal

ITV will announce the new sponsor of next season’s premiership coverage shortly, in a deal worth upwards of £18m. The deadline for bids ran out at midday yesterday and a decision is currently being made by Granada.

To ensure secrecy potential bidders have waited until the last minute to submit their offers, but speculation suggests that Coca Cola and Ford are favourites to close the deal. An ITV source refused to comment until the decision is finalised ‘later today or tomorrow morning.’Barclaycard, who snapped up the three year title sponsorship deal last April for £48m, declined to bid, despite being offered first refusal.

ITV: 020 7843 8000 www.itv.co.uk

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