Premier League Will Struggle to Match Last Season’s Title Frenzy

English Premier League soccer clubs will struggle to live up to the climax of last season’s title race, Chief Executive Officer Richard Scudamore said.

The world’s richest soccer league returns tomorrow, six days after the end of the London Olympic Games. The previous campaign ended May 13 with Sergio Aguero scoring in the last seconds of the final game to give Manchester City its first league title since 1968. Aguero’s goal denied Manchester United a record extending 20th championship.

“Whether it’s quite as exciting as last season isn’t really the measure because that’s an awfully high bar through which to pass,” Scudamore said in an interview. “All that matters is that clubs go out and create those contests again and things will happen.”

City is the 5-4 favorite with William Hill Plc to retain its title, meaning a successful $4 bet will bring in $5 plus the original stake. Manchester United is the 9-4 second choice ahead of European champion Chelsea at 5-1.

The program begins with seven games tomorrow. The next day, City hosts newly promoted Southampton, with United completing the opening round of games at Everton on Aug. 20.

If he passes a physical examination, striker Robin van Persie, the league’s top scorer last season with 37 goals, will shortly join United from Arsenal for a fee reported to be 23 million pounds ($36.2 million).

No Choice

Arsenal manager Arsene Wenger has said he had to trade the 29-year-old Netherlands international -- English soccer’s player of the year last season -- because Van Persie only had a year remaining on his contract and had refused to sign a new one.

Scudamore said he’s glad Van Persie is staying in the Premier League, which has lost players including Cristiano Ronaldo, Xabi Alonso and Cesc Fabregas to Spain’s top two teams, Real Madrid and Barcelona, in recent seasons.

“I’m neutral about whether he’s at Arsenal or Manchester United or wherever he goes as long as he stays in the league because players of that quality and talent we want to stay here,” Scudamore said.

During the offseason, United signed a $559 million accord shirt sponsorship deal with General Motors Co. (GM) and raised $233.3 million in an initial share sale in the U.S.

The offering on the New York Stock Exchange gives the team controlled by the Florida-based Glazer family an enterprise value of $2.9 billion, or about $1 billion more than Real Madrid, according to data compiled by Bloomberg and Forbes.

Off-Field Business

Other teams have also boosted their off-field income. Liverpool, the 18-time champion owned by the Fenway Sports Group, signed an apparel contract with New Balance Athletic Shoe Inc.’s Warrior Sports brand worth 25 million pounds per season, while Under Armour Inc. (UA) entered into its first soccer manufacturing agreement with Tottenham Hotspur.

The most-watched soccer league in June announced the sale of its domestic television rights from 2013-14 for a record 3.02 billion pounds, 70 percent more than the current contract.

“The business of sport is positive, particularly for those that have got premium properties, particularly for those that have got premium brands that have can reach and can transcend international boundaries,” said Scudamore. “That’s why I think the prospects for the future are good.”

Soccer can also benefit from the success of the Olympics, Scudamore said.

“It’s good for all of us,” he said. “It’s good for the reputation of Britain that we pulled this thing off -- just like we’re good for the reputation of Britain, we’re popular around the world. We’re part of what people recognize as being good about a lot of what goes on in this country.”

To contact the reporters on this story: Tariq Panja in Manchester at tpanja@bloomberg.net

To contact the editor responsible for this story: Christopher Elser at celser@bloomberg.net

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