The Premier League (PL) has made the US and Canada a top priority as it expands globally. With tens of millions of soccer fans across the region, the league has adopted a multi-pronged approach combining media rights, corporate partnerships, live events, and localized content. This integrated strategy has driven record TV audiences and strong fan engagement. During the 2023–24 season, NBC averaged about 546,000 viewers per broadcast, with a March 2024 match between Manchester United and Liverpool drawing 1.78 million viewers, the largest American audience for any PL game.
Key Initiatives (2021 to 2025):
- 2021 – NBC Rights Renewal: NBCUniversal secured exclusive English- and Spanish-language TV and streaming rights in the US through the 2027–28 season. In November 2021, it signed a six-year extension worth approximately £2 billion ($2.7 billion), covering all 380 matches per season across NBC, NBC Sports, USA Network, Peacock, and Telemundo.
- 2022 – Canada Streaming Deal: Premier League rights in Canada moved to Fubo for the 2022–23 season. In April 2025, the agreement was extended through 2028, ensuring that all matches and studio shows remain on the platform.
- 2023 – US Preseason (Summer Series): The PL launched its first official US preseason tournament in July 2023. Six clubs played eight games across five cities, using major stadiums like MetLife and Lincoln Financial Field. The series was designed to deepen local fan connections.
- 2023 – Digital and Social Expansion: The league introduced localized content through dedicated accounts like Premier League USA and provided broadcasters with customized highlights and clips for North American audiences. NBC and other partners integrated these assets into studio programming and social campaigns.
- 2024 – Fan Festivals (Mornings Live): The PL and NBC hosted large-scale match weekend events in major US cities. In April 2024, the Nashville edition of Premier League Mornings Live attracted around 15,500 fans. Over nine events since 2018, nearly 90,000 fans have attended.
- 2024 – Viewership Records: NBC averaged about 546,000 viewers per match during the 2023–24 season. On May 19, 2024, Championship Sunday averaged 2.9 million viewers. The United vs Liverpool match on April 7, 2024, drew 1.78 million, setting a new US record. Peacock’s exclusive games averaged over 800,000 viewers.
- 2024 – Club US Tours: Around half of PL clubs toured the US in summer 2024. Liverpool, Arsenal, Manchester United, and others played high-profile friendlies, often against each other or European teams, drawing strong local interest.
- 2025 – Summer Series (Second Edition): Scheduled from July 26 to August 3, 2025, the second Summer Series will feature Bournemouth, Everton, Manchester United, and West Ham playing six matches in New Jersey, Chicago, and Atlanta. Tickets were sold via Ticketmaster, and NBC Sports will broadcast the games.
- 2025 – New Sponsorship Deals: The league signed major North American-focused sponsors. Coca-Cola returned as the Official Soft Drink Partner starting in 2025–26, promoting multiple brands like Coke Zero and Powerade. PUMA replaced Nike as the Official Ball Supplier and will support marketing and community programs. Other partners such as EA Sports, Guinness, Microsoft, and Oracle continue to be prominently featured at US events.
- 2025 – Hispanic Market and Localization: Telemundo retains exclusive Spanish-language rights through 2028. By aligning content with cultural preferences and broadcasting in prime time, the league continues to grow its Hispanic audience. Social content is also tailored for regional languages and tastes.
Media Rights and Broadcasting
At the heart of the North America strategy are broadcast and streaming deals. NBCUniversal has held Premier League rights since 2013 and renewed them in 2021 through 2028. This deal covers all matches, shown across NBC platforms including Peacock. It also includes exclusive Spanish-language rights via Telemundo and Universo. In Canada, Fubo took over from previous carriers in 2022 and extended its deal through 2028.
These arrangements ensure near-total market reach. NBC’s platforms make the league accessible to nearly every American household with cable or broadband. Studio shows like Premier League Mornings and consistent match coverage have helped boost visibility. Average viewership grew 4 percent in 2023–24, and even mid-level matchups on Peacock regularly drew more than 800,000 viewers. Telemundo also reported strong growth, averaging around 244,000 viewers per match. In Canada, Fubo offers both English and French commentary and has become the go-to streaming service for soccer.
Commercial Partnerships and Fan Engagement
The league has activated a robust sponsorship network tailored to the US market. Brands like EA Sports, Coca-Cola, Microsoft Azure, and Guinness leverage the league’s reach across digital, broadcast, and live events. At the Nashville fan fest, sponsor booths provided immersive experiences: Nike hosted an agility challenge, EA Sports presented FC24, and Coca-Cola ran branded fan zones.
The new Coca-Cola agreement emphasizes engagement across multiple product lines, with fan-focused campaigns and giveaways. PUMA’s involvement as a ball supplier includes community programs in US cities. Sponsorship activations often include youth clinics, contests, and charity events. These efforts go beyond traditional branding to deliver hands-on experiences that deepen fan loyalty and enhance sponsor ROI.
Fan Events and Tours
Live experiences are central to the PL’s fan outreach. The Premier League Mornings Live series has brought free matchday events to major cities. These feature big screens, club legends, trophies, sponsor booths, and entertainment, turning match viewing into a full-day festival. By April 2024, nine events had attracted nearly 90,000 attendees.
Preseason tours expand this momentum. The 2023 Summer Series introduced PL teams to new American audiences. In 2024, roughly half of the league’s clubs returned, playing friendlies against one another, MLS sides, and international teams. Fans had rare opportunities to see top players in person. Clubs also organized youth clinics, local promotions, and trophy tours to build year-round engagement.
Localized Content and Digital Reach
The Premier League has tailored its content for the North American market. Broadcasts emphasize US-relevant narratives and offer commentary that guides newer fans through the season. Social media channels like Premier League USA share regionally timed content, memes, and highlights. Features include American players, USMNT references, and cross-league comparisons that appeal to US viewers. Spanish-speaking audiences are reached via Telemundo’s programming and additional NBCUniversal content.
These efforts have helped cement the Premier League as the top European soccer league in North America. By 2025, its mix of media deals, sponsorships, fan events, and localized digital content is delivering record engagement. The expanding US fan base offers a valuable platform for both clubs and commercial partners, making North America one of the Premier League’s most strategically important regions.
