We can complement without any substitution
In Singapore, a quiet but consequential experiment in sports media is underway: StarHub and the English Premier League are testing whether traditional broadcasting and direct-to-consumer streaming can coexist as partners rather than rivals. StarHub has launched an annual EPL pass priced at S$238 for its subscribers, timed deliberately alongside the Premier League's own streaming service, Premier League +, which carries a S$399 annual price. The arrangement is less about competition than about architecture — a deliberate layering of access designed to serve different kinds of fans while preserving the value of broadcast rights. How this dual model performs in Singapore may quietly shape how football reaches living rooms around the world.
- The Premier League's move into direct-to-consumer streaming in Singapore raised an urgent question: would it undercut the very broadcasters it depends on?
- StarHub responded not with resistance but with alignment, launching an annual pass that bundles its broadcast rights with automatic access to the league's own app.
- Pricing tiers — from a S$16 day pass to a S$399 annual subscription — are designed to draw in casual viewers and committed fans alike, reducing the risk of anyone being priced out.
- StarHub's vice president of entertainment, flanked by Premier League legends Joe Cole and Nemanja Vidic, was emphatic: this is a partnership, not a turf war.
- Singapore is now functioning as a live test case, and the results before StarHub's rights expire in 2027/28 could determine how the Premier League structures media deals across the globe.
StarHub announced a new annual pass for English Premier League matches, priced at S$238 for existing subscribers and S$380 for non-customers — timed deliberately to coincide with the Premier League's own launch of Premier League +, a direct-to-consumer streaming service with an annual subscription of S$399. StarHub holds EPL broadcast rights in Singapore through the 2027/28 season, and rather than treating the league's streaming ambitions as a threat, it has chosen to frame the two services as complementary layers of a single viewing experience.
At a press conference alongside former players Joe Cole and Nemanja Vidic, StarHub's vice president of entertainment Yann Courqueux explained the logic: every StarHub Premier League subscriber will automatically receive access to the Premier League + app. The distinction is intentional — the league's app offers deep football-specific content and analysis, while StarHub's platform provides access to a broader range of sports. The pricing reflects this: StarHub's existing Premier+ package runs S$25.46 a month for current customers, while the new annual pass rewards those willing to commit upfront. Premier League + adds further flexibility with monthly (S$44) and 24-hour (S$16) options.
Courqueux was direct when asked whether the Premier League was competing with StarHub: it is not. Instead, he described the arrangement as a deliberate test — proof that a traditional broadcaster and a direct streaming service can coexist and even strengthen each other. For the league, the dual model expands reach; for StarHub, it deepens the value of its rights bundle.
Discussions about renewing StarHub's rights beyond 2027/28 have not yet begun, leaving time for both parties to measure how well the model actually performs. Singapore, in effect, has become a laboratory — and what happens here may quietly reshape how the Premier League sells itself to the world.
StarHub announced a new annual pass for English Premier League matches on Thursday, pricing it at S$238 for existing subscribers and S$380 for everyone else. The move comes just days after the Premier League itself unveiled Premier League +, a direct-to-consumer streaming service launching in Singapore with its own annual subscription at S$399. The timing is deliberate: StarHub holds the broadcast rights to EPL matches in Singapore through the 2027/28 season, and the company is positioning itself not as a competitor to the league's new streaming app, but as a complementary offering.
Yann Courqueux, StarHub's vice president of entertainment, made the announcement at a press conference alongside former Premier League players Joe Cole and Nemanja Vidic. He emphasized that every StarHub Premier League subscriber will automatically receive access to the Premier League + app, creating what the company describes as a layered viewing experience. The distinction, he explained, is strategic: the Premier League + app allows fans to dive deep into league-specific content and analysis, while StarHub's broader platform lets viewers access a wider range of sports and competitions beyond just the Premier League.
The pricing structure reflects this complementary model. StarHub's existing Premier+ package costs S$25.46 a month for current customers and S$40.74 for new ones. The new annual pass undercuts the monthly commitment for those willing to commit to a full year. Meanwhile, Premier League + offers flexibility with a monthly option at S$44, an annual pass at S$399, and even a 24-hour pass for S$16, giving casual viewers multiple entry points.
When asked directly whether the Premier League was attempting to compete with StarHub, Courqueux was emphatic: the league is not trying to replace the broadcaster. Instead, he framed the arrangement as a test case. The Premier League wants to demonstrate that this dual model—where a traditional broadcaster and a direct-to-consumer service coexist—can work successfully in a market like Singapore. If it does, the thinking goes, other broadcasters around the world should feel confident adopting similar partnerships rather than viewing direct streaming as a threat to their business.
The arrangement reflects a broader shift in sports media. Rather than the Premier League choosing between traditional broadcasting and direct streaming, it is attempting to do both. StarHub maintains its exclusive broadcast rights and can bundle those rights with the league's own streaming service, creating a more comprehensive offering than either could provide alone. For the league, this approach expands its reach: some viewers will come through StarHub, others through Premier League +, and some will use both.
Courqueux noted that discussions about extending StarHub's broadcast rights beyond 2027/28 have not yet begun. That timeline gives both parties time to assess how well this complementary model actually performs in the Singapore market. The success or failure of this arrangement could influence how the Premier League structures its media deals in other territories, making Singapore something of a laboratory for a new approach to sports broadcasting rights.
Citas Notables
The Premier League is absolutely not trying to compete against StarHub. They want to show that we can complement without any substitution.— Yann Courqueux, StarHub vice president of entertainment
The Singapore case can be replicated elsewhere successfully, and broadcasters should not be afraid of this dual model.— Yann Courqueux, StarHub
La Conversación del Hearth Otra perspectiva de la historia
Why would the Premier League launch its own streaming service if StarHub already has the broadcast rights?
Because the league wants to own the direct relationship with fans. StarHub controls how the matches are packaged and presented; Premier League + lets the league control its own narrative around the sport—analysis, highlights, behind-the-scenes content that StarHub might not prioritize.
But doesn't that cannibalize StarHub's business?
That's the risk everyone assumes. But StarHub is betting that the two services actually expand the total market. Some people will pay for StarHub because they want the full sports menu. Others will pay for Premier League + because they only care about the EPL. Some will pay for both. The pie gets bigger instead of just being divided differently.
What's in it for the Premier League to make this work?
Proof of concept. If Singapore shows that a broadcaster and a direct service can coexist without destroying each other, the league can replicate that model everywhere. Right now, most leagues assume it's either-or. The Premier League is saying: what if it's both?
Is S$238 a year actually cheaper than paying monthly?
For StarHub subscribers, yes—that's about S$20 a month. But you're locked in for a year. The monthly option at S$44 through Premier League + gives you flexibility. Different customers, different needs.
Who actually wins here?
Fans with money win—more options, more ways to watch. The Premier League wins if both services thrive. StarHub wins if the annual pass brings in new subscribers who stick around. The real test is whether casual fans will pay S$399 a year just for Premier League content when they can get it through StarHub for less.