As far as brands go in the UK (and possibly the world) they don't come much larger than The Barclay's Premier League. 

Therefore a re-brand would at first seem risky, why change what isn't broken? However, the reasoning behind it is interesting; to remove the corporate stigma surrounding it to make it about the people who play and support the game. 

Perhaps this is a route some companies could consider, removing their corporate shackles to create a more personal and approachable identity. 

Either way it will be interesting to see the changes next season, even though my team may well be relegated before then.