Sports technology firm Hawk-Eye have announced they will install goal line technology at every Premier League ground, free of charge, in return for a lucrative sponsorship deal.

The move comes following outrage from the country’s sports fans after Frank Lampard’s goal against rivals Germany was ruled out, despite footage which showed it clearly crossed the line. FIFA president Sapp Blatter has since apologised to the Football Association for the mistake but many feel the use of goal line technology in football should be reviewed as a matter of urgency.

According to marketing news website Marketing Week, the company have said that the right sponsorship deal could cover the cost of installation and the running of the system, already in use at grand slam tennis events.

Although people may believe they have seen this in action, during games at Wimbledon the BBC use their own version of Hawk Eye, rather than showing viewers what is seen by those watching the screens at the tournament.

Antony Marcou, the managing director of sports media agency Sports Revolution, said installing the equipment for free missed the point. He is cited in Marketing Week as saying: “The value of a sponsored Hawk-Eye technology in the Premier League would be huge. Not only does the worldwide audience of Premier League games mean it would be a global play, but the debate and anticipation about the use of goal line technology would make it a very hot media property.”

However, he warned “A good question is whether Hawk Eye itself is necessary. Sky has eight cameras at every game, so a simple TV replay would be enough in 99 per cent of cases.”

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