Thanks to the sheer level of competition and the way in which money is distributed to all of its competing teams, the Premier League has become a goliath of world football. Individual teams may not have been as successful in the Champions League as their quality would suggest, but that hasn’t stopped the league from selling very well.
Even so, there’s always a chance to grow, develop, and reach more fans. In 2026, there’s a distinct opportunity to finally, truly break the biggest and most lucrative sports market in the world. The US will co-host the FIFA World Cup, and as they get amped up for the colossus of an event, the Premier League can capitalise.
A Hefty Following Grown Organically Over the Years
The Premier League is the centrepiece of British sports, never failing to garner millions of viewers for the majority of games across the long 38-game campaign. Across the 20 teams, 98.7 per cent of seats at stadiums were utilised during the 2023/24 season, while 59 per cent of the total UK TV audience tuned into coverage and highlights.
Overseas, some 189 countries broadcast the league, enabling it to rank as one of the UK’s most popular global exports. Online, nearly 1.9 billion people follow the Premier League across its various pages – over a third of whom have joined the following over the last half-a-decade.
At home, broadcasters battle in the billions to show the Premier League. Most recently, TNT Sports and Sky combined to pay £6.7 billion for the rights. That cash funnels down to the teams, as does the huge amount brought in by selling to individual broadcasters overseas. It all helps to make all 20 teams competitive and entertaining.
Directly Growing Fandom Overseas
One path to growing the Premier League’s footprint overseas – particularly in the US – is to bring the experience to the masses. Having a venue that’s entirely in-theme is a proven formula for entertainment brands. You can see this in action with cinemas, franchise bars, and even bingo clubs.
In the UK, bingo clubs have expanded to an all-in experience. They encompass regular bingo games of small and big bets, drink and meal deals, and lots of other gambling games under one roof. Importantly, in this example, the popularity of the online platform is leveraged to invite players to come to the clubs and get the in-person experience.
This would line up well with what US brands see as viable paths to connecting to British sports fans. For example, the NFL often hosts special events around its visiting games, including an NFL Experience event in Manchester in 2025. These in-person, fully immersive occasions draw in existing fans and inquisitive ones to enjoy the event.
For an all-in Premier League experience, these two concepts could be combined. Funnel the millions of online viewers to dedicated EPL venues where fans can watch the games together, enjoy the music, food, and drink of British football stadiums, and offer a way to get merchandise and maybe meet some former stars on occasion.
Overall, the Premier League doesn’t need to make a concerted effort to win over even more fans around the world. The sport is accessible enough and the product strong enough that it’ll do that by itself. However, the World Cup does present an opportunity to win over even more fans across the pond.
