As far as brands go in the UK (and possibly the world) they don't come much larger than The Barclay's Premier League.
Therefore a re-brand would at first seem risky, why change what isn't broken? However, the reasoning behind it is interesting; to remove the corporate stigma surrounding it to make it about the people which play and support the game.
Perhaps this is a route some companies could consider, removing their corporate shackles to create a more personal and approachable identity.
Either way it will be interesting to see the changes next season, even though my team may well be relegated before then.
The Premier League’s new brand positioning, which will roll out in June, will also see the brand placed front and centre in its communications. Richard Masters, managing director of the Premier League, explained at an event to unveil the new brand: “The competition next year will be simply called ‘Premier League’. This gave us an opportunity to review our visual identity and also to look at our brand positioning. The brief really was to look at a single unifying brand, and the organisation, and also a single unifying message, so selling what’s best on the pitch and off the pitch.”