Premier League looking to introduce its own OTT service

Premier League Chief Executive Richard Masters has confirmed that English soccer’s top flight is developing plans to launch its own over-the-top (OTT) streaming service in the future.

While he didn’t reveal all the finer details, Masters did confirm to UK media that streaming matches directly to the consumer could be an option as early as 2022, when the next rights cycle kicks in.

The launch of an OTT service would not eliminate the Premier League’s method of selling media rights to traditional broadcasters and third-party streaming services, with Masters suggesting instead that the competition will adopt a more mixed approach in the future.

Masters’ comments come a year after it was reported that the Premier League considered trialling an OTT service in Singapore, before opting to sign a three-year extension of its deal with telecommunications company Singtel.

“During the last [rights bidding] process [for the 2019-2022 seasons], we invested a lot of time and resources in building our expertise and capacity in direct-to-consumer,” Masters told reporters.

“We considered whether strategically it would be the right time to test a few markets then and decided not to.

“We were ready last time and we will be ready next time, should the opportunity arise. I’m not saying it will happen in the next cycle, or when it will happen, but eventually the Premier League will move to a mix of direct-to-consumer and media rights sales.

“There is risk associated with it. Sports competitions like the Premier League have been successful in seeking partnerships with established broadcasters and having to secure funding as its model. Secured licensed revenue and direct-to-consumer revenue are entirely different strategies – the transition from one to the other, if and when it ever happens, would be a big moment.”

The Premier League suffered a slight drop in the value of its domestic rights during the last sales process, but an uptick overseas saw the competition bring in a total UK£9.2 billion (AU$17.7 billion) for the three-year cycle from 2019 to 2022, representing an increase of eight per cent.

They have already started selling rights for the 2022 to 2025 cycle. Swedish media giant Nordic Entertainment Group (NENT Group) was the first to announce a deal last week, signing a landmark six-year contract covering Norway, Denmark, Sweden and Finland which was reported by UK media to be worth a whopping UK£2 billion (AU$3.8 billion).

“We have every reason to be optimistic about the future of sports rights,” Masters said.

“I don’t think the bubble has burst because our business is effectively hedged between domestic performance and international.

“The domestic rights did go down by a small margin last time round, but off the back of two big leaps. International revenue has continued to grow and I have no reason to believe it won’t continue to do so.”

However, according to analysis by the Daily Mail, the Premier League could stand to significantly increase its revenue by switching from traditional media rights sales to a global OTT service.

Based on the estimation that the Premier League has 200 million fans worldwide currently paying to watch the competition, the UK newspaper calculated that a UK£10 monthly subscription would theoretically see the league rake in UK£24 billion (AU$46.3 billion) each year.

The Premier League would not be the first major European soccer rights holder to launch its own OTT service. UEFA, the continental governing body, launched its free Uefa.tv service last year, while Spain’s La Liga runs LaLigaSportsTV, which aims to boost the visibility and exposure of all Spanish sport, while it also streamed a number of major pre-season soccer games last summer.

Next season Germany’s Bundesliga is launching an OTT platform for live matches in key markets where it does not receive an adequate rights bid.

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Melbourne Victory teams up with Superdry

Melbourne Victory has confirmed a new alliance with Superdry, marking the beginning of an exciting collaboration between the two brands.

As part of the deal, Superdry came on board as the official off-field clothing partner for the club’s friendly match against Wrexham AFC at Marvel Stadium on July 11th, fans at the game were able to enjoy some great giveaways from the brand.

Superdry is a modern, fashion-forward brand celebrated for blending vintage Americana and Japanese-inspired graphics with a distinctive British twist.

Their use of high-quality fabrics, unique washes, intricate hand-drawn artwork, and expertly tailored fits truly sets them apart from the crowd.

This one-of-a-kind style has earned Superdry worldwide popularity and a dedicated, ever-growing celebrity following.

Melbourne Victory Managing Director Caroline Carnegie said the club was thrilled to team up with such a high-quality brand for an event that promised to be a memorable experience for all football fans.

“Our partnership with Superdry for this event is a great opportunity for us to work with a quality brand that is well aligned with our fans and values as a Club,” Carnegie said in a press release.

“I look forward to seeing the team arriving for our match against Wrexham AFC kitted out in the latest range at Marvel Stadium this week.”

To celebrate the collaboration, fans will have the chance to win a 2025/26 membership pack and a $1,000 Superdry voucher, plus the unique opportunity to shop at a Melbourne Superdry store alongside their favourite Victory player – fans should keep an eye on Victory’s social media for all the competition details.

Alastair Davies, General Manager of Licensed Brands at Superdry, said the brand is excited to support Melbourne Victory and connect its British roots with Australia’s sporting culture.

“Superdry is proud to dress Melbourne Victory as they face off against Wrexham AFC,”  Davies said press release.

“As a brand born in the UK, it’s rewarding to see our British heritage connect with Australia’s sporting culture on a global stage.”

This partnership marks an exciting new chapter for both Melbourne Victory and Superdry, bringing style and sport closer than ever.

Wellington Phoenix unveil Dynasty Sport as new apparel provider

Wellington Phoenix have confirmed a new partnership with Dynasty Sport, who will become the club’s official apparel provider from the 2025/26 A-Leagues season onwards.

Under the agreement, Dynasty will design and produce apparel for the Phoenix men’s and women’s teams, as well as kit out the club’s eight academy sides from early 2025.

The New Zealand-based brand, launched in 2018, is renowned for supplying high-quality, ethically and sustainably produced sportswear to professional and grassroots organisations across New Zealand, Australia, and the Pacific Islands.

Dynasty Sport is a leading provider of premium custom sportwear, built on decades of top-tier experience in the global sports industry. With their deep passion for sport, they proudly supply high-performance on and off-field apparel to professional clubs, schools, grassroots teams, athletes, and businesses across New Zealand, Australia, and around the world.

The men’s new home kit for the upcoming A-League Men season has already been completed and will be unveiled on Thursday, 10 July, three months earlier than usual, to coincide with the highly anticipated friendly against Wrexham AFC. Fans can also look forward to two alternate away kits, ensuring the Phoenix can proudly wear their traditional home colours when they play in Wellington or Christchurch.

The women’s home kit and two alternate away strips are set to be revealed in September, ahead of the A-League Women campaign. In addition, Dynasty will release a lifestyle range for Phoenix supporters later this year, providing a wider selection of merchandise for fans.

This deal sees Wellington Phoenix join a growing list of clubs and organisations working with Dynasty Sport, whose focus on sustainable manufacturing and innovative designs aligns with the Phoenix’s values on and off the pitch.

Phoenix general manager David Dome spoke positively about the new agreement.

“We couldn’t be more excited to have Dynasty Sport as our new apparel partner,” Dome said via club statement.

“Not only does their apparel look amazing and feel great to wear, but they have blown us away by how much they’re committed to helping the Phoenix succeed.

“We’re excited to work with Tyler and the Dynasty team over the next three years, creating designs and a range that truly resonate with our fans and reflect the spirit of our club.”

Dynasty Sport co-founder and director Tyler Rakich spoke about the importance of the company extending to the professional football space.

“This marks another significant step in our expansion into the pro football space,” Rakich said in a press release.

“We’re very excited to launch the new custom range for players, staff and fans, from the elite level performance kit to the fan apparel and fresh new lifestyle range.

“We are confident there is something for every fan regardless of colour preference and style and we are excited to launch the full range in September this year!”

The deal provides Wellington Phoenix with a modern, sustainable apparel solution while strengthening their commercial footprint and giving fans exciting new ways to show their support.

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