Report: Premier League set to drop longstanding lion-based logo

The Premier League's lion-based logo, the top flight of English football's only emblem since its inception in 1992-93, is reportedly about to reach its expiry date.

According to Sean Gibson of The Telegraph, among other outlets, the Premier League is set to abandon the lion-based logo as a rebrand is imminent ahead of its first-ever season without a title sponsor. The league is apparently viewing the departure of Barclays as a chance to fresh its image, and The Sun reports that a creative agency will be appointed to overhaul its rebrand.

Barclays, a sponsor since 2001 when it replaced Carling, decided not to renew its deal with the Premier League last year, allegedly fearing that doing so would cost significantly more due to the £5.1-billion television broadcasting contract, which was signed by Sky Sports and BT Sport and will take effect next season.

In November, the Football League announced a rebrand of its own, revealing that its name will be changed to the English Football League and will therefore be shortened to the EFL.

The crowned lion represents the relationship between the Premier League and the Football Association.