English Premier League launches new-look badge and identity for next season

The Premier League today launches a new-look identity.

It will kick in from the start of the 2016/17 season and features a reworking of the league's lion icon.

The Premier League has been sponsored by Barclays since 2007/08 and is the first change of logo in ten years.

Premier League chiefs insist they could have brought on board a new headline sponsor but have decided to move in a different direction and are able to do so because of the new £5billion TV deal.

Premier League Managing Director, Richard Masters, said: “From next season we will move away from title sponsorship and the competition will be known simply as the Premier League, a decision which provided the opportunity to consider how we wanted to present ourselves as an organisation and competition.

“We are very pleased with the outcome: a visual identity which is relevant, modern and flexible that will help us celebrate everyone that makes the Premier League.

“We look forward to sharing more details of our new positioning in the coming months.”

The Premier League say the new format will also herald a greater link-up with schools and will have a presence in 10,000 primary schools from next season and be in every single primary school by 2021/22.

They are also pushing the away supporters' scheme to try and reduce ticket prices, help with travel and encourage fans.