Premier League Unveils ‘Premier League Plus’ Direct-to-Consumer Pilot in Singapore

The Premier League has officially confirmed the launch of its first-ever direct-to-consumer (DTC) streaming platform, Premier League Plus, debuting in Singapore for the 2026/27 season.

The announcement, made by CEO Richard Masters at the Financial Times Business of Football Summit on Thursday, marks a historic departure from the league’s traditional model of selling exclusive rights to third-party broadcasters.

The service, long-speculated under the placeholder name “Premflix,” will provide fans in Singapore with live access to all 380 matches per season, alongside a 24/7 dedicated channel and extensive “shoulder” content. The venture is being operated in partnership with existing rights holder StarHub, which currently holds a six-year broadcast deal running through 2028.

A Strategic ‘Learning’ Opportunity

The Singapore pilot is a calculated move to test the league’s internal capabilities in handling promotion, pricing, churn, and distribution.

By maintaining a partnership with StarHub rather than a total bypass, the league is mitigating the risk of a full-scale infrastructure rollout while gaining invaluable first-party data on its global audience of 1.87 billion people.

Infrastructure Hub: Premier League Studios

To support this new era of broadcasting, the league will open Premier League Studios, a massive 73,000-square-footinternational production hub at One Olympia in West London. Moving into the facility in early 2026, the in-house media operation will produce the world-class content required for Premier League Plus and its global broadcast partners.

The decision to launch in Singapore follows a 27% growth in international broadcast revenues during the latest rights cycle. While major markets like the UK (Sky Sports/TNT Sports) and the US (NBC) remain locked into multi-billion dollar traditional deals, the Singapore experiment provides the “backstop” option the league needs as the global media landscape shifts toward streaming dominance.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.