By Seb Joseph

Diageo is prepared to submit a bid to make Guinness the title sponsor of the Premier League but will not enter a bidding war with rivals, The Drum understands.

The drinks maker is understood to have put its Guinness brand in the frame to land the lucrative rights alongside several companies. Mastercard and Ford are among a hatful of companies standing in Diageo’s way, according to Sky News, while a global snacks company is also said to have made early inquiries.

Diageo sees the potential in the Premier League to accelerate Guinness’ expansion worldwide, particularly in Africa where the drink Read full story ›

Source: The Drum