We all could be tuning in to the Guinness Premier League next season

The pint o' plain Premier League

Diageo, the global brewing company, is reported to be in negotiations with Premier League bosses about a prospective £150m sponsorship deal over the next three seasons. Barclays are the current league sponsors but their deal runs out at the end of this season. ITV News is reporting that Diageo want to position their Guinness brand with the league. The contract includes global title sponsorship, extensive advertising rights, match-day tickets and hospitality. Diageo told ITV, '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, Samsung and Mastercard are also rumoured to be interested in the deal.