Well, when you're getting £5.1 billion - who needs to argue over a paltry £15M?
Premier League clubs, awash with billions of pounds from TV rights, decided at their summer meeting that they can do without a title sponsor when the Barclays contract expires at the end of next season.
This follows the top flight turning down a £45million-a-year offer from drinks brand Diageo, having wanted £60m.
The new approach will see more secondary partnerships but allow the competition to be known as 'The Premier League', a major statement in this sponsorship-driven age.
The Premier League did not have a title sponsor in its inaugural season of 1992-93 before signing a four-year, £12m deal with brewers Carling - at the time the biggest in British sport.
Carling subsequently paid triple that initial amount to secure a four-year extension to their original deal, before Barclaycard paid £48m for a three-year contract beginning in 2001.
Barclays paid £57m for a three-year sponsorship deal in 2004 and subsequent extensions saw the value rise to the £120million paid for the existing three-year sponsorship in 2012.
However the bank indicated in March that they would not seek to renew the deal when it expires at the end of the 2015-16 season.
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