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The Next Evolution of the Premier League: Bringing Media Production In-House

From PLP to Premier League Studios: A Strategic Shift

For two decades, Premier League Productions (PLP) has played a pivotal role in transforming English soccer into a global phenomenon, driving exponential growth in international media rights. But as the Premier League prepares to take its media production operations in-house by the 2026/27 season, questions abound: Why end a successful partnership with IMG? What does this mean for viewers? And could this shift pave the way for a direct-to-consumer (DTC) future?

Unprecedented Global Revenue

The Premier League is a unique case in global sports, generating more revenue from international broadcast rights than domestic ones. The trend is set to accelerate in the upcoming cycle, with international deals bringing in £2.16 billion annually compared to £1.67 billion from domestic markets. This disparity underscores the league's vast global appeal, reflected in its broadcasts to over 800 million homes across 188 countries.

At the heart of this global reach is PLP, a joint venture with IMG established in 2004 to manage international production and distribution. Over the years, PLP has delivered live coverage of all 380 matches per season, alongside a range of ancillary content, from studio shows to documentaries. It has also played a central role in the league's media operations, including satellite distribution and advanced connectivity across all 20 Premier League stadiums.

Despite these successes, the league’s decision to take full control of its media production signals a new era—one that prioritizes flexibility, innovation, and direct engagement with its global fanbase.

Why the Shift?

While IMG has been a "fantastic partner," according to Premier League Chief Media Officer Paul Molnar, the league’s move to bring operations in-house suggests a desire for greater autonomy. By centralizing content creation and distribution, the Premier League can exercise direct control over its narrative, talent choices, and technological advancements.

This model mirrors strategies adopted by other elite leagues. Serie A operates its own broadcast center, and the Bundesliga has had its own production unit for years. These setups allow leagues to tailor content to specific markets, experiment with new formats, and respond swiftly to viewer preferences.

Unlocking New Opportunities

An in-house production arm opens doors to numerous possibilities. Geographic personalization could deepen fan engagement and increase the value of rights deals. Enhanced content capabilities could fuel social media growth, streaming initiatives, or even partnerships with platforms like Netflix for docuseries-style storytelling.

Additionally, a proprietary Premier League app could aggregate video, audio, and interactive content, similar to the NFL or NBA’s digital offerings. This app might include premium features, such as live match commentary or behind-the-scenes access, potentially creating a new revenue stream.

Premflix: A Bold Vision or a Bargaining Chip?

The concept of a Premier League-owned streaming platform—dubbed “Premflix”—has long captured the imagination of fans and industry experts. With its massive global fanbase, the league could theoretically bypass traditional broadcasters and launch a DTC service, priced competitively at £9.99 per month.

However, such a move would require significant investment in technology, customer service, and marketing, with no guarantees of outperforming traditional rights sales. Instead, the Premier League might leverage its in-house capabilities as a bargaining chip, demonstrating its readiness to go solo in markets where broadcast offers fall short.

Challenges Ahead

Transitioning to an in-house production model comes with risks. The Premier League must ensure it can deliver the same level of quality and innovation that IMG has provided for two decades. Retaining PLP staff and institutional knowledge will be crucial for a seamless transition.

Cost is another factor. While cutting out IMG eliminates a partner’s fee, the league will need to invest heavily in infrastructure and staffing. Clubs will expect these expenditures to translate into tangible revenue growth.

Futureproofing for Sustained Success

Ultimately, this move reflects the Premier League’s understanding that traditional media rights revenues, while currently lucrative, may plateau. By evolving into a full-fledged content company, the league is positioning itself for long-term growth in an ever-changing media landscape.

Whether the result is Premflix, a dedicated Premier League channel, or simply more personalized content for global audiences, one thing is clear: the Premier League is no longer content to let third parties shape its destiny. It’s stepping up to take full control of its global empire—on its own terms.

Source: SportsPro Media