The English Premier League, the world’s most-watched football competition, is preparing to launch a direct-to-consumer streaming service, Premier League Plus, initially in Singapore. This marks a significant shift for the league, traditionally reliant on broadcast partnerships, as it explores new avenues for reaching international fans and controlling its media distribution. The service is slated to become available ahead of the 2026-27 season, offering a new way for supporters to access live matches and related content.
The move comes as sports leagues globally reassess their media strategies in the streaming era. While traditional television deals remain lucrative, owning a direct relationship with viewers offers potential benefits in terms of data, revenue, and brand control. The Premier League’s decision to pilot this approach in Singapore, a digitally connected market with a strong appetite for football, is a strategic first step. This new venture into direct-to-consumer streaming represents a significant evolution in how the Premier League delivers its product to fans, particularly those outside of the United Kingdom.
Partnership with StarHub and a Collaborative Trial
Premier League Plus is being developed in collaboration with StarHub, the league’s existing broadcast partner in Singapore. According to a statement provided to CNA, StarHub views the new service as complementary to its current offerings. “The introduction of Premier League Plus complements our existing coverage and enhances the overall experience available to fans on StarHub’s platforms,” a spokesperson said. “StarHub remains the Premier League’s long-term partner under our six-year agreement, and fans will continue to enjoy live Premier League matches on StarHub as they do today.”
StarHub is actively involved in a “collaborative trial” of the service, expected to launch in August, ahead of the next Premier League season. Details regarding pricing and specific launch timelines remain undisclosed, as discussions are ongoing. But, the partnership signals a willingness from both parties to explore new models for delivering Premier League content to fans in Singapore. This trial period will be crucial in assessing the viability of the direct-to-consumer model and gathering data on consumer preferences.
A New Business Model for the Premier League
Speaking at the FT Business of Football Summit in London on Thursday, February 26, 2026, Premier League Chief Executive Richard Masters emphasized the strategic importance of this venture. “For the first time, the Premier League is going to have its own customers,” Masters said, according to the Financial Times. “It’s going to have to deal with promotion, pricing, churn, distribution, all of those things, we’re looking to build a business.”
Masters clarified that traditional broadcast deals, such as those with Sky Sports in the UK, will continue to be “the bedrock” of the league’s media business. However, he highlighted the “optionality” that owning and controlling a direct-to-consumer platform provides in specific markets. The Singapore project is viewed as a learning opportunity, with the league aiming to determine if the model can be successfully replicated in other regions around the world. This expansion into direct sales represents a significant shift in the Premier League’s commercial strategy, moving beyond simply selling broadcast rights to actively engaging with and monetizing its fanbase.
Expanding Production Capabilities
The launch of Premier League Plus coincides with the opening of a new Premier League Studios production hub in Olympia, London. This investment in production infrastructure suggests the league intends to create more in-house content to support its streaming service and enhance the overall fan experience. The studio will likely be responsible for producing supplementary programming, highlights, and potentially even original content exclusive to Premier League Plus subscribers.
The Premier League has not released further details regarding the studio’s capabilities or planned content output. However, the timing of the studio’s opening alongside the launch of the streaming service indicates a coordinated effort to build a comprehensive direct-to-consumer offering. This investment in production capabilities underscores the league’s commitment to controlling the quality and presentation of its content, even as it expands its distribution channels.
Richard Masters, who has served as the Chief Executive of the Premier League since November 2019, previously held roles as director of sales and marketing at the Premier League and commercial director for the English Football League. His leadership is central to this strategic shift towards a more diversified media approach.
The Premier League has indicated that further information regarding Premier League Plus will be communicated closer to its launch. Fans in Singapore, and potentially around the globe, will be watching closely to witness how this new venture unfolds and whether it signals a broader transformation in the way the world’s most popular football league delivers its product.
The next key date to watch for is August of this year, when the initial trial of Premier League Plus is expected to launch in Singapore. Further details regarding pricing, content offerings, and subscription options are anticipated to be released in the weeks leading up to the launch.
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