Innovation in PR

Premier League in Your City

RESEARCH

The Premier League has long had a goal of expanding its brand into the United States, as the USA has been looked at amongst the soccer community as the “final frontier” of sorts in which to expand the game’s popularity. However, the league faces challenges when looking to build and maintain a strong American fanbase by competing against domestic leagues such as the NFL, NBA, and MLB. Though soccer has been growing in popularity in the United States, issues like time zone differences, limited live game access, and lack of cultural connection with European teams have still frequently relegated soccer to a niche interest amongst American fans. Thus, the Premier League is looking to achieve more widespread visibility and engagement in the American market.

A common solution floated around to solve this is to host a couple Premier League matches a season in the United States, though I believe this to be impractical and unrealistic. The Premier League season is made up of 38 matches, with each of the 20 teams playing each other twice, once at home and once on the road. No team would willingly give up matchday revenue or competitive advantages of playing at home to play a match in America despite the potential marketing successes that could come from it.

This is a public relations issue because the Premier League could significantly increase its global cultural footprint and relevance by connecting with audiences in the previously untapped U.S. market. Though the Premier League is already the most-watched soccer league in the United States (according to a 2023 report), fan communities are still somewhat scarce. When one watches Premier League games they are usually struck by the passion of fan communities across England, which is much more difficult to replicate in the USA where there are fewer fans scattered further from each other, often cheering for different teams due to the lack of geographical connection to a club. If the Premier League could increase the feelings of community amongst American fans then fan engagement would likely increase in the United States. By using digital content, local engagement, and partnerships with culturally relevant brands, the Premier League can develop an authentic presence in the United States and foster a deeper, more lasting connection with American fans.

AUDIENCE

The target audience for this project is young American sports fans aged 18-34, families looking for engaging sports entertainment, and soccer fans who are already following the Premier League but looking to gain community while doing so. These demographics are generally accustomed to social media, streaming, and interactive digital content, meaning they’re an ideal target for a multi-platform public relations campaign. In addition, younger fans are more likely to engage with new sports content and connect with a community supporting a team across the Atlantic Ocean if the messaging is relevant to them. The approach emphasizes inclusivity so even the most novice of American soccer fans will have the ability to interact with the Premier League brand. This will ultimately look to strengthen the league’s local presence and build a sense of community that resonates with different audiences.

GOAL

The tactic recommended for the Premier League is the “Premier League in Your City” Community Integration Campaign. This strategy will utilize regional events, social media ambassadors, and digital platforms to better integrate the league into American sports culture. By hosting watch parties in cities across the U.S., engaging local influencers, and partnering with popular American brands, the campaign will help fans develop a tangible connection to the Premier League. This will provide a localized experience that gives American fans a communal space to watch games, meet other fans, and interact with the league's brand. It’s designed to break down accessibility barriers and create an immersive experience that mirrors the intensity and loyalty associated with American sports fandom as well as their British counterparts overseas.

Speaking as a fan of the Premier League myself, one common deterrent from building a stronger connection to the league and club I support is the early start times for games due to the time zone differences. Because the matches start earlier in the mornings on weekends than other sports, I often end up watching shortly after waking up, with my only companions being disinterested roommates who only catch the latter halves of games because they don’t want to set an alarm on the weekend. This strategy can change that by developing more robust communities that give fans a group to watch matches on matchday mornings similar to the experience across England of going to a pub to watch a match. 

In addition, an initiative will be started to match Premier League clubs with American cities (e.g. Liverpool to Manhattan or Manchester City to Chicago). Though existing fans would like to keep their fan affiliations, this would make it easier for new fans to find a club to root and find a community to enjoy matches with.

OBJECTIVES

The primary objectives are to increase engagement with local events and drive digital interaction. Partnering with sports bars, parks, and college campuses in major U.S. markets allows the Premier League to reach young people with free time and an interest in sports while having the benefits of already being places where communities gather for events. One goal is to host at least one watch party in a major American city each week of the season while partnering with community networks to promote these events. 

Another objective is to boost the Premier League’s American social media following by 15% within the first six months by promoting the campaign through social media advertising, regional ambassadors, and partnerships with American influencers. Each Premier League club would be told to make an American-based social media page on Facebook, Instagram, and X to make it easier to increase engagement and promote events to fans in addition to the partnerships within existing communities.

PESO-Analysis

The PESO (Paid, Earned, Shared, Owned) model will guide this campaign’s integrated media approach to achieve high reach and visibility for the Premier League’s U.S. campaign. Investments in targeted social media ads on Instagram, Facebook, TikTok, and X will make up the paid media side by promoting upcoming events. Paid partnerships with American influencers and sports personalities will amplify visibility among younger demographics.

By cultivating relationships with sports media outlets and encouraging coverage of watch parties and local events, we can develop earned media. In addition, leveraging player appearances and partnerships with American brands can generate newsworthy stories that resonate with American fans.

Using Premier League and team-specific social media platforms, ideally with accounts targeted specifically towards American fans, to share content from watch parties, fan reactions, and game highlights will comprise shared media. These would emphasize the hashtag #PremierLeagueUSA and encourage user-generated content from fans attending events.

Owned media would be utilized by developing a U.S.-focused digital platform within the Premier League mobile app that highlights team stats, trivia challenges, and exclusive video content targeted towards American fans.

CONCLUSION

This public relations effort aims to strengthen the Premier League’s standing in American sports culture by emphasizing local community events, partnerships with American brands and influencers, and digital strategies tailored to U.S. fans. By focusing on communal experiences and influencer partnerships, the Premier League can build a devoted fanbase that feels connected to its teams and culture, despite geographical barriers. This allows the Premier League to tap into the excitement of American sports fandom, positioning it as an integral part of the U.S. sports landscape.