article_snippet.sent: Premier League clubs are now so wealthy through Premier League clubs TV deals that Premier League clubs can afford to turn down a title sponsorship worth £45million a year.
article_snippet.sent: Guinness offered the top flight a huge deal of £135m over three years, a £5m-a-year increase on the payments from Barclays, whose 15-year partnership with Premier League will finish at the end of next season.
article_snippet.sent: But Premier League clubs awash with over £5billion from domestic TV rights alone rejected the bid from Guinness’s parent company Diageo, in part because some teams have conflicting beer deals.
article_snippet.sent: Premier League Premier League has turned down a bid from Guinness to replace Barclays as the title sponsor .
article_snippet.sent: Instead the PL want as much as £60m a year from a mega title backer but will also examine a multi-partnership sponsorship model.
article_snippet.sent: Such are the TV riches that the smaller clubs in the PL are the ones more anxious about the sponsorship money — the £3m-a-year split doesn’t make much difference to the top of the table.
article_snippet.sent: The FA, meanwhile, have failed to find an ‘in association’ FA Cup partner this season prepared to pay £9m a year, although The FA’s understood Wembley finally have someone at the table after well over a year’s search.
article_snippet.sent: The league's mega-rich clubs have demanded a deal in the region of £60m-a-season from 2016 .
highlights_snippet.sent: Drinks company offered Premier League £45million-a-year deal .
  
highlights_snippet.sent: But clubs turned it down because clubs have other deals with beers .
  