The English Premier League has launched a new logo which will be used from next season. The fresh new design includes a modern take on the lion icon – a symbol that is part of the competition’s heritage dating back to its launch in 1992. The crowned lion has been a prominent feature of the Premier League logo since its inception, representing the relationship between the league and the English Football Association – whose logo features three lions. Premier League clubs agreed a new central sponsorship strategy last July which included a move away from a title sponsorship model. Instead of long-time backers Barclays, the Premier League will have a roster of secondary rights partners from next season onwards. From next season the Premier League will have seven main sponsors instead of one title sponsor. Two – Nike and EA Sports – have already been announced with five more to be named in the coming months.