Since it was first launched, all the way back in 1992, the English Premier League -EPL, has become so much more than a national football competition… It’s literally a global sports phenomenon. There are many reasons for this, but it’s fair to say that it can be largely attributed to all of the brilliant and strategic marketing initiatives – so it doesn’t just appeal to the English anymore, it appeals to sporting fans all over the world.

Strategic Branding and Partnerships

The EPL doesn’t just work with British and English partners and sponsors – it’s created very strong and financially beneficial partnerships with lots of different international brands, which means it’s a lot more visible to people across the globe. 

It collaborates with companies in all different sectors – financial services, airlines, automotive industries – and even betting companies from all over the world who offer Premier League odds. These haven’t only helped to increase the league’s already overflowing revenue streams, but they’ve also helped to earn recognition across the globe. These partnerships have played a massive role in helping the EPL become the ultimate sports league in the world.

International Broadcasting Rights

Another major part of the Premier League’s global marketing strategy is its unparalleled approach to broadcasting rights. This is a league that knows how to negotiate seriously lucrative deals with the biggest international broadcasters in all different countries, which essentially means that unlike many, this league and all of its matches can be watched all over the world. Let’s face it, wherever you go away abroad on holiday, you’ll always see the various big Premier League matches being broadcast in pubs – and sometimes even restaurants. And it’s not just Brits flocking to watch the games either. Chat to the locals and they’ll always tell you who their favourite team is (usually Manchester United or Liverpool!).

The evolution of these deals cannot be ignored – if you look, the very first overseas broadcasting rights were sold for £40 million, which seems pretty substantial. But that’s pocket money compared to the latest agreements! Those covering 2022 to 2025 have increased to a massive £5.05 billion. This is unbelievable growth – and it just goes to show how in demand the league is – and its commitment to being available to its fans all over the world.

It’s Gone Digital

And we also live in a digital era – which the EPL has taken full advantage of, using online websites to engage with fans everywhere, inside and outside of the UK. Just look at The Fantasy Premier League – which has a massive 11.4 million users from all different countries. This really helps fans interact with the league as the results and player performances actually affect their competition results. 

It doesn’t just help to keep the fans engaged and active, though – it also offers plenty of great opportunities for its commercial partners to connect with the fans.

The World’s Best Talent

All of the above goes hand in hand with the fact that the EPL attracts the best talent from all over the world. It has money and it has global recognition – which is why it attracts a diverse array of world-class players. So, not only does it mean that this is a league that offers the very highest level of competition and entertainment, but it also means that top footballing countries actually feel personally attached to the league, as it features some of their country’s best players. Egyptian footballing fans want to watch Salah score goals for Liverpool!

Reaching Out to Fans 

This is also a league that understands the importance of connecting with fans on a personal level – and getting people engaged and interested from a young age. That’s precisely why they organise things like pre-season tours, fan festivals, and even youth tournaments, not just in England and the UK, but in various other countries – and these bring live Premier League football experiences right to the homelands of international supporters. Pre-season, you’ll find top EPL teams facing off against each other in countries all over the world.

This is not only a superb way to connect with local fans but it can also really help to promote the development of young, up-and-coming footballers… who will then dream of hitting the big time in one of the big Premier League teams.

Ultimately, the EPL has marketed its way into becoming the biggest footballing league in the world – in a sport where there are many excellent leagues in competition. Clever partnerships, excellent marketing and lots of money means big talent – and global reach.