Guinness owner Diageo is among a host of brands fighting it out for title sponsorship of the English Premier League.

Guinness FC ball

Diageo, the firm behind alcohol brands such as Guinness, Smirnoff, Red Stripe lager and Baileys, is looking to weigh in a bid for the Premiership rights worth over £150m, according to Sky News.

Current sponsor Barclays has also announced its intent to issue another bid for the rights, with Sky News also noting that Samsung, Ford and MasterCard are potential candidates for the title.

The drinks conglomerate does not currently engage in top-tier football sponsorship in the UK and if it acquires the rights, the Guinness brand would be engaged by global viewers tuning into English football.

The bids will follow the conclusion of Barclays' three year sponsorship deal worth £120m ending before the 15/16 season kicks off.

This follows the BBC tying up the rights to the Barclay’s Premier League highlights on Thursday with the broadcaster announcing that it will be launching a new midweek highlights shows.