StarHub scores broadcast rights for English Premier League after 12 years with Singtel

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StarHub has nabbed the exclusive broadcast rights in Singapore for the English Premier League, breaking 12-year streak by rival company, Singtel. The broadcast rights will last for the next six years and will start for the upcoming 2022/2023 season that will begin in August. According to StarHub, it will be rolling out open, agile, and flexible access to all its customers, making hugely popular matches more accessible and affordable for Singaporeans. All 380 matches will be screened at StarHub TV+ and full pricing details will be revealed in June this year.

When the new season kicks off on 6 August 2022, StarHub will bring "live" coverage of all the matches to its customers via any network or device on its StarHub TV+ entertainment service. a StarHub spokesperson told MARKETING-INTERACTIVE. "StarHub TV+ is part of our DARE+ strategy to deliver to customers their favourite content on any screen. We will continue to work towards enhancing the OTT experience for our customers," the spokesperson added.

Aside from airing the Premier League matches, the telco company added that fans can also look forward to enjoying a richer and more interactive user interface. The new interface will have features such as Party Watch, split screen viewing and performance statistics, among others. Other highlights include on-demand match replays, a feature for Singapore fans given a number of Premier League games are aired during the wee hours. Whereas on the marketing front, the telco company is still in the midst of finalising its go-to-market strategies and will share more details in June.

According to Channel NewsAsia, Singtel's CEO of consumer Singapore, Anna Yip was disappointed that it has lost the broadcast rights to the Premier League after this season. Singtel added in the article that it will actively seek to continue to provide its customers with access to Premier League matches live on Singtel TV. This move was to ensure that there would not be any unnecessary inconvenience or disruption of service, added Yip in the article. Singtel's initially announced in 2018 that it had secured the broadcast rights on the English Premier League on Singtel TV for the next three seasons, starting with the 2019/2020 season. Whereas for its 2016/2017 season, the teleco company signed up three returning sponsors - Opps, NTUC Income and Alpecin Caffeine Shampoo.

MARKETING-INTERACTIVE has reached out to Singtel for a comment.

"The addition of the Premier League is a significant step in StarHub's bold DARE+ Infinity play journey which rides on the continued successful momentum of Disney+, GameHub+ with NVIDIA's GeForce NOW and others, to bring the best entertainment options to customers seamlessly,” said StarHub's chief of consumer business group, Johan Buse. Buse added that the telco company has worked hard to stitch together an unparalleled and more affordable Premier League access via StarHub TV+. "The beauty of StarHub TV+ is that fans can sign in to the app, regardless of which broadband or mobile service provider they are with, removing barriers to access their favourite matches on any device, any screen, anytime," explained Buse.

Meanwhile, Premier League's chief media officer, Paul Monar said that StarHub will be an outstanding home for the Premier League over the next six seasons. "StarHub will be an outstanding home for the Premier League over the next six seasons and we look forward to working together to showcase the League to new and existing fans throughout Singapore," he explained.

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