The English Premier League is taking a significant step into the future of sports broadcasting, launching its first direct-to-consumer (DTC) streaming service, Premier League +, in Singapore. The move, announced at the Financial Times Business of Football Summit in London, marks a pivotal shift in how the league distributes its content and engages with fans in the region. Starting with the 2026/27 season, all 380 Premier League matches will be available live and on-demand through the new platform, alongside additional content designed to enhance the viewing experience.
This foray into DTC streaming isn’t a solo venture. The Premier League is partnering with StarHub, a leading Singaporean telecommunications company, which currently holds the rights to broadcast Premier League matches in the country through a six-year deal signed in 2022. This collaboration aims to leverage StarHub’s existing infrastructure and customer base while allowing the Premier League to directly manage its relationship with viewers and gather valuable data on consumer behavior. The launch of Premier League + represents a test case for a potential global rollout of the service, offering the league a chance to learn and adapt its strategy before expanding to other markets.
A New Era for Premier League Broadcasting
For years, the Premier League has relied on traditional broadcast deals to distribute its matches internationally. However, the rise of streaming services and changing consumer habits have prompted the league to explore alternative models. The decision to launch Premier League + in Singapore is a direct response to these trends, allowing the league to capitalize on the growing demand for on-demand content and personalized viewing experiences. Premier League chief executive Richard Masters explained that the platform will give the league “more optionality” and the opportunity to build a direct relationship with its fans.
The shift to a DTC model also allows the Premier League to retain greater control over its content, and brand. Masters emphasized that this move means the league will be responsible for “promotion, pricing, churn, distribution, all of those things,” marking a significant departure from its traditional role as a content provider to broadcasters. This direct engagement with customers is expected to provide valuable insights into fan preferences and viewing habits, which can be used to improve the overall product and tailor content offerings.
Singapore as a Testing Ground
Singapore was specifically chosen as the launch market for Premier League + due to its high levels of internet penetration, tech-savviness, and strong appetite for football. The country’s relatively small size and well-established digital infrastructure build it an ideal location to pilot the service and refine its operations before considering expansion to larger, more complex markets. The league had previously considered a similar launch in 2019, but the idea was rejected by clubs at the time, according to reports.
The partnership with StarHub is crucial to the success of this pilot program. StarHub’s existing customer base and established presence in the Singaporean market will provide Premier League + with a significant advantage in terms of reach and distribution. The league has also taken control of its content production, ending its long-running partnership with IMG, which Masters said “allows us to seem at different ways of developing our content for different audiences.”
Financial Strength and Future Growth
The Premier League’s decision to pursue a DTC strategy is underpinned by its strong financial position. The league generated UK£12.25 billion in broadcast and commercial revenue for the 2025 to 2028 cycle, with international rights income up 27 percent. This financial stability allows the league to invest in new ventures like Premier League + without jeopardizing its existing revenue streams.
Despite the launch of the streaming service, Masters reassured stakeholders that the league still sees significant potential in traditional media rights sales. He noted that the Premier League has grown its market share to 50 percent of the “big five” European leagues and continues to see strong interest from broadcasters around the world. “There’s huge interest in the Premier League around the world,” Masters added. “We’re seeing no loss of engagement… the opposite, I think.”
The success of Premier League + in Singapore will be closely watched by other sports leagues and broadcasters around the world. The launch represents a bold step towards a more direct and personalized fan experience, and could pave the way for a new era of sports broadcasting. The next key milestone will be the official launch of the service in Singapore ahead of the 2026/27 season, and the subsequent analysis of its performance.
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