The Premier League has officially announced the launch of its own streaming platform, Premier League Plus, which will debut in Singapore starting next season. This move represents a significant step toward a potential global direct-to-consumer service, often referred to as "Premflix." CEO Richard Masters confirmed the development, highlighting Singapore as a carefully chosen pilot market for this innovative venture.
A Strategic Pilot in Singapore
Premier League Plus will be a collaboration with telecommunications provider StarHub, offering live coverage of all 380 Premier League matches along with exclusive magazine content. The service will be accessible via a dedicated app, providing non-stop football content to subscribers. This six-year agreement marks the first time the Premier League will engage directly with consumers, handling aspects such as promotion, pricing, and distribution independently.
Building a Global Business Model
Richard Masters emphasized that this initiative is not just about broadcasting games but about building a sustainable business. "We're looking to build a business. We're also looking to learn, to see how that might be replicable around the world," he stated. The Premier League aims to use the Singapore launch as a testing ground to refine its approach before potentially expanding to other markets. This strategy comes at a time when global sports media rights face economic headwinds, prompting leagues to explore new revenue streams.
Taking Control of Content
The decision to launch Premier League Plus follows the league's recent move to bring Premier League Productions in-house, ending its long-standing partnership with IMG. Masters explained that this shift gives the Premier League greater control over its content, making it easier to execute various distribution options in the future. "We've now taken control of our content," he said at the FT Business of Football Summit. "It allows us to look differently in the future, and it may become a business center in its own right."
This development underscores the Premier League's ambition to maximize the value of its broadcasting rights globally. As the richest football league in the world, it continues to innovate in response to changing media landscapes, with Premier League Plus potentially paving the way for a broader direct-to-consumer offering that could reshape how fans access live sports content.
