The English Premier League will launch a direct-to-consumer streaming service, Premier League Plus, in Singapore from the start of the 2026/27 season, in partnership with StarHub, the league’s existing broadcast partner in the country.
Premier League Chief Executive Richard Masters confirmed the plans at the Financial Times Business of Football Summit in London on Thursday, stating the platform will offer all 380 top-flight matches alongside additional content. The service, previously referred to as ‘Premflix’, represents the league’s first foray into operating its own streaming service.
StarHub, which holds the Premier League rights in Singapore through 2028, will collaborate with the league on the venture, according to a statement released by the telecommunications company. The partnership is described as a “collaborative trial” expected to roll out from August 2026.
Whereas details regarding pricing and revenue sharing between the Premier League and StarHub remain undisclosed, Masters indicated the move provides the league with “more optionality” and the potential to replicate the model in other markets. “We’re looking to build a business, but we’re too looking to learn to see how that might be replicable around the world,” he said.
The launch of Premier League Plus follows the league taking control of its content production, previously managed by IMG. This shift, Masters explained, allows for greater flexibility in developing content for diverse audiences and exploring new avenues for distribution.
Despite the move towards a direct-to-consumer model, Masters emphasized the continued strength of the Premier League’s traditional media rights sales. He reported that international media rights income is up 27 per cent and the league sees “lots of oxygen left” in the existing broadcast business. The league generated £12.25 billion in broadcast and commercial revenue for the 2025 to 2028 cycle.
The Premier League’s international market share has grown to 50 per cent of the “big five” European leagues, according to Masters, indicating a robust global demand for its content. The Singapore launch will serve as a pilot project to assess the viability of expanding the direct-to-consumer approach internationally.