The beMobile Sponsorship of the Premier League elapsed at the end of the 2013/2014 season and negotiations between the Premier League and the mobile company are said to be on-going. Apparently the negotiations have been going on for some time now. The fact that the contract was just let to run down without being signed before it even ended stroked some murmurs, with some quarters insinuating that the two parties are not happy with each other and would rather part. However, this has been refuted by the two parties and their story, which they have stuck to, is that they are still in negotiations. But for how long, one would ask? I just wonder what could be the problem for the two parties who have been in a relationship to take so much time negotiating an extension.
Surely it cannot be the issue of money. But to just state a few observations, although the two parties would readily deny; it seems like the two parties are not happy with each other. beMobile is said to be unhappy with how the BPL run its affairs and how some things have been done. This was not helped by the much talked about TV rights issue that all but brought the soccer season, the BPL and the sponsor into disrepute.
