By Jonathan Davies

Diaego, the drinks giant owns brands like Guinness, Smirnoff and Johnnie Walker, is expected to launch a bid to be the next sponsor of the Premier League.

The next sponsorship deal is expected to be worth £150m over three seasons, with Chelsea's current sponsor Samsung also believed to be interested.

Ford and Mastercard, who have been key sponsors of the UEFA Champions League in recent years, are also reported to be keen on bidding.

Diaego refused to comment specifically on reports linking it to Premier League sponsorship, but said: “With global brands such as Guinness, Smirnoff and Johnnie Walker, sponsorship plays an important role in our marketing activities.

"We look at opportunities all the time so as a rule we do not comment on speculation.”

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