English soccer's top-tier Premier League (EPL) is set to launch an in-house streaming service, Premier League Plus, in Singapore for the 2026-27 season. This move marks a significant shift from the traditional coverage model and could potentially reshape the global sports broadcasting landscape.
Premier League Plus will allow subscribers to watch all 380 EPL games of the upcoming campaign. This initiative is being launched as a test case for the league, which may consider replicating it globally if successful.
Traditionally, rights packages of matches are sold to national and regional broadcasters. The revenue generated from these broadcast deals has been instrumental in making EPL one of the world's most lucrative leagues for clubs and players. The introduction of this streaming service could potentially disrupt many pay-TV broadcasters worldwide who rely on exclusive rights deals covering live Premier League action to drive subscription numbers.
Decision behind the launch
Richard Masters, chief executive of the 20-team league, announced this groundbreaking move at the Financial Times' Business of Football Summit in London. He stated that launching a Premier League streaming service was a result of "a very long, considered process." Simultaneously with Singapore's service launch, a new production facility – Premier League Studios – will be opened in London.
The Singaporean streaming service will be launched in partnership with StarHub - EPL's existing rights-holder in Singapore until 2027-28 under an agreement worth nearly $45 million annually. It promises round-the-clock content availability.
Richard Masters, chief executive of Premier League, said:
"For the first time, the Premier League is going to have its own customers. This is a new app you can download and have on your smart TVs, laptops, and watch 380 matches and loads of shoulder content, 24/7 channel service, and it's going to be an exciting product.
"We're also looking to learn, to see how that might be replicated all around the world."
Masters expressed his excitement about this venture stating that it would enable direct interaction with customers while exploring aspects like promotion and pricing strategies. Over recent years several owners of EPL clubs have advocated launching their own 'Premflix'-style services; Chelsea co-owner Todd Boehly even suggested selling global broadcast rights directly to streaming giant Netflix.
Strategic importance of Singapore
Launching in Singapore will provide the league with valuable data on the viability of a direct-to-consumer (DTC) model. It also prevents rival leagues from gaining an upper hand in the current market leader's territory.
Before StarHub took over EPL rights in 2022, Singtel used to broadcast the league in Singapore. As for domestic coverage through its own service, existing contracts with home-market partners – Sky, TNT Sports, and BBC (for highlights) – run through 2028-29. These contracts are currently bringing in £6.7 billion over four years for the league.
This bold move by Premier League could potentially revolutionize sports broadcasting globally while providing fans with more direct access to their favorite games.
