The Premier League is venturing into the streaming world with its very own platform, and it's got a rather catchy name.
Chief executive Richard Masters broke the news at the FT Business of Football Conference today, confirming the launch of "Premier League +" in Singapore from next season.
"For the first time, we're going direct-to-consumer in Singapore," Masters said. "It's a very long, considered process, carefully chosen."
The league has struck a six-year agreement with StarHub, one of Singapore's major providers, to bring the service to fans there.
The Premier League will broadcast directly to their own viewers in Singapore
|PA
Masters joked about the naming, saying: "Premier League + rather than Premflix finally, it's going to happen."
This marks a significant first for English football's top flight – the league will actually have its own customers to deal with directly.
Masters explained the thinking behind the move: "It's the first time the Premier League is going to have its own customers. It's going to have to deal with promotion, pricing, churn, distribution, all of those things."
He made clear this isn't just about Singapore, though.
"We're looking to build a business. We're also looking to learn, to see how that might be replicable around the world," he added.
Chief executive Richard Masters broke the news at the FT Business of Football Conference today
| GETTYThe chief executive also noted the league has now "taken control of our content," which opens up new possibilities for the future.
It's no secret that watching football in England has become a pricey affair.
Fans currently need subscriptions to both Sky Sports and TNT Sports just to catch live Premier League action, with Amazon Prime also showing matches last season.
And it's about to get even more complicated – Paramount+ joins the mix next season after securing Champions League rights, while Sky picks up the Europa and Conference League and TNT takes on the FA Cup.
The broadcast rights packages keep climbing too, with the 2025 to 2029 cycle worth a whopping £6.7billion in total.
Then there's the controversial 3pm blackout, meaning even those paying over £50 monthly can't watch every game live.
The announcement has sparked plenty of chatter online, with some fans seeing Singapore as a test run for something bigger.
If the Premier League release a worldwide streaming service, it could be the biggest shake-up in sports broadcasting history
| PAOne supporter wrote on X: "Wow I guess that's a test run. Sky would literally be finished."
Another was even more enthusiastic: "This model is desperately needed. Imagine everyone worldwide has access for £10pm. In the UK we've been ripped off for years."
Not everyone's convinced, mind you.
Five facts about the Premier League | GETTY/GBNEWS/PAOne sceptical account posted: "It'll be £5 a month worldwide and £200 a month in the UK."
Many have long called for a Netflix-style centralised product to streamline coverage and bring costs down.