Whether it's the best football league in the world or simply the best-marketed one, the Premier League's return is big news for fans and sponsors starved of action. Absence has indeed made the heart fonder according to top marketers from Cadbury, Coca-Cola, Barclays and Budweiser, official partners who now look upon the property in a new light. Here they share how their tactics will take shape come kick-off on 17 June. When sport went dark, a Sisyphean effort was required to get the ball rolling again. The alternative was unthinkable. Properties like the Premier League, the Olympics and the Euros faced an existential crisis, and a huge bill, if they couldn't deliver for fans, sponsors and broadcasters.
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