Premier League’s Big Move: Taking Control of Its Own Media Game

What happens when the world’s most popular soccer league decides to play its own game in media production? A lot of potential—and a few big questions.

The Premier League is making waves with two big announcements. First, it revealed a 17% increase in media revenue for the 2025-2028 rights cycle, reaching an impressive £12.25 billion. This surge underscores the league’s global appeal and its ability to generate massive value from its brand.

Second—and perhaps even more importantly—it’s taking a bold step by ending its decades-long partnership with IMG’s Premier League Productions (PLP) and bringing its media production operations in-house starting in 2026. This opens the door to new opportunities for fan engagement and innovation, potentially including the long-speculated “Premflix,” a direct-to-consumer (DTC) platform.

The Bigger Picture

So, why the change, and why now? This move reflects a larger trend in sports and entertainment: leagues and organizations taking control of their content production and distribution. With fan preferences shifting toward digital platforms and more personalized experiences, the Premier League appears to be positioning itself for the future.

For over 20 years, IMG has managed the league’s media production, delivering a consistent, high-quality product to broadcasters and fans. But this decision raises the question: what is IMG not delivering that the league believes it can handle better on its own? It may come down to the league’s desire for greater creative freedom, the ability to experiment with new formats, and the potential to generate additional revenue streams.

What Could Change for Fans?

Bringing production in-house gives the Premier League a unique chance to enhance how fans experience the game. With more control, the league could:

• Innovate Camera Angles: Imagine more immersive views, such as player POV cameras or dynamic crowd shots.

• Infuse Data and Analytics: Bring real-time stats and predictive analytics into broadcasts to deepen fan understanding.

• Offer Commentary Options: Provide fans with a choice of commentators, including celebrity hosts (think “Manningcast”) or even crowd-sourced fan commentary.

• Introduce New Products: Create features like an NFL RedZone, allowing fans to follow goals and key moments across multiple matches.

These innovations could elevate the viewing experience and further cement the Premier League as a leader in sports entertainment.

What Stands Out?

Walking away from a trusted partner like IMG is a significant and risky move. IMG has delivered reliable production for two decades, so this shift likely stems from a desire to innovate beyond what the partnership allows.

There’s also the sheer scope of the challenge ahead. Building world-class production capabilities in-house will require significant investment, particularly in infrastructure, equipment, and skilled personnel. The league will also need to maintain relationships with broadcasters who may view a potential DTC platform as competition.

Finally, it’s worth considering the timing. The Premier League’s media rights are stable domestically and thriving in international markets, but the global sports broadcasting landscape is rapidly evolving. This move could be a proactive step to future-proof the league’s business against shifts in how fans consume content.

What’s Next?

In the short term, the Premier League will need to tackle the logistics of this transition. It must invest heavily in production infrastructure while ensuring a smooth handover from IMG.

Long-term, the league’s potential is enormous. A DTC platform like “Premflix” could deepen global fan engagement by offering behind-the-scenes content, personalized viewing experiences, and interactive features. However, it will need to balance this new venture with traditional broadcasting deals, especially in regions where cable and satellite still dominate.

Two key questions remain:

1. What’s IMG not delivering? The league hasn’t publicly commented on this, but the change suggests it sees untapped potential in managing production itself.

2. Will the investment pay off? Taking on production in-house will demand time, resources, and strategic execution. If successful, it could redefine how sports organizations manage their media operations.

My Take

The Premier League’s decision to internalize media production is ambitious but logical. It gives the league more creative control and opens up new opportunities to innovate the fan experience. From dynamic camera angles to custom commentary options, the potential for engaging fans in fresh ways is huge. In the longer run, the big payoff with an own and operated DTC offering is the breadth and depth of fan data that can be used engage and monetize fans more directly, beyond live game viewing.

That said, the move isn’t without its risks. It will require significant upfront investment in technology and expertise, and it must avoid alienating broadcasters who are critical partners in the current ecosystem.

Ultimately, this feels like a calculated risk that could pay off in both revenue and fan loyalty. The Premier League has always set the pace in football—now it has the chance to lead in media innovation too.

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