A new streaming deal with Singapore could be an indication of what the future of TV football will be in the UK if the current deal ends in three years
Richard Masters and the Premier League sign new television deal with Singapore broadcaster (Image: Carl Recine/Getty Images)
The news that the Premier League will go ‘direct to consumer’ in one of its international broadcast markets comes as no surprise. Undoubtedly, sooner or later the “Premflix” TV channel will also come to you.
The current £6.7bn domestic deal between Sky Sports and TNT Sports could end as early as 2029. But every time “Premflix” appears on our screens, one of the first questions asked is, “What took so long?”
The streaming deal with Singaporean company StarHub means all 380 matches will be broadcast live on a special channel, Premier League+. This channel also includes magazine content.
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Premier League chief executive Richard Masters told the FT Live Business of Football Summit: “We now have control over the content. This allows us to look at things differently in the future.”
And it doesn’t take a leap of the imagination to imagine how ‘different’ televised Premier League football will be in the UK in the not too distant future. The organization’s own streaming service may run alongside its TV deals with the likes of Sky, but one thing is almost certain:
We’re not going to go into the next decade with a deal where not every Premier League game will be available to watch in real time. An American who owns a Premier League club would definitely consider it.
The Premier League’s current domestic television deal is due to be renewed in 2029 (Image: George Wood/Getty Images)
Sky Sports is the Premier League’s main broadcaster but can only show a limited number of matches live (Image: PA)
Basically, it is an insult to the passion and dedication of fans of clubs across the football pyramid to suggest that if Bournemouth vs Brentford were being shown on TV at the same time, you wouldn’t go and support your team. And when it comes to those two teams, it’s generally Bournemouth versus Brentford or something similar.
At the moment, big TV stars are needed in prime time: Manchester United, Liverpool and Arsenal. It’s clear that in the future there will be no games played on Saturdays at 3 p.m. It would be yet another blow to the heritage and history of football on this coast, but since when has it been a concern for Premier League club owners?
Richard Masters has given no indication that the 3pm blackout will be discussed (Image: Sky Sports/NBC Sports)
They are generally successful businessmen who, like it or not, have products that are in incredible demand at home and abroad. It is a clear anomaly in 21st century sports broadcasting that elements of that product cannot be viewed live.
You don’t have to worry about clubs in the Championship, Leagues 1 and 2, the National League and all the leagues below. Their loyalty will not even be remotely tested in Bournemouth v Brentford, which will be broadcast on Premflix at 3pm on Saturday.
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