Soccer is growing in the US. The Premier League wants a piece of the fandom

What’s a predawn wakeup time on a Saturday to a soccer fan who wants to watch some of the best players in the world? For the almost half a million Premier League fans living in the US, it’s not just no big deal—it’s a ritual.

England’s top men’s league and itsteams are already quite popular in the states, but coming off a World Cup that many sports marketers say likely revolutionized soccer fandom in the US, the Premier League’s top execs are betting that they can develop passion for the league even more.

“We feel like we’ve got amazing things to be able to offer,” Akash Jain, US managing director for the Premier League, told Marketing Brew. “The best players in the world, the biggest clubs in the world, the most competitive and compelling league in the world, all in one place.”

That’s why the league’s campaign promoting its 2026-27 season is called “It’s All Here.” Like Major League Soccer’s return-to-season campaign, the Premier League’s marketing push is meant to turn fans of certain World Cup players into followers of their home clubs, with an added emphasis on stateside in-person and fan-appreciation experiences for supporters who may not be able to make it across the pond to catch a match.

Don’t hate the player

The campaign stars Arsenal FC legend Ian Wright, whose narration is interspersed with shots of people playing soccer and watching the Premier League from their homes or in big groups in public. There’s also footage of Premier League games, highlighting both modern stars and retired greats like Wright.

Jain said his team set out to show a variety of eras of the league and all 20 clubs to appeal to a broad swath of fans, while also leaning into current players who had successful World Cup runs and whom newer fans are more likely to recognize. The team had a particular interest in players who were able to make an impact on social, too, he added.

“We had players in the World Cup that were starring on the pitch, scoring goals, and making amazing plays, but also creating amazing content and showcasing their personalities off the pitch,” Jain said.

A prime example: Erling Haaland. The Norwegian national team and Manchester City striker is featured multiple times in the Premier League’s ad, which is airing across digital and broadcast platforms in different iterations for the duration of the season.

Have a Hart

It’s not only the stars of the league who take center stage in the campaign. Plenty of shots of fans appear as well.

“We wanted to showcase that, while Premier League football is in the UK, it’s also felt every day here in America…through the passionate fan community that we have across the US,” Jain said.

One particularly high-profile fan is New York Knicks guard Josh Hart, a Chelsea FC supporter who often discusses the team online and during press conferences. He’s collaborated with the Premier League on content for a couple of years, Jain said, and he makes a cameo in the new campaign.

As part of the effort to highlight and reward US-based fans, the campaign includes an experiential initiative called Coast to Coast, which is bringing watch parties for all 20 clubs to 17 US cities for opening weekend, Jain said. The events are slated to feature giveaways and appearances from nearly a dozen former players.

While Jain said he’s hoping the campaign will help grow the Premier League’s audience and engagement on digital and social platforms, fan responses to in-person experiences are equally as important, seeing as many don’t get the chance to attend matches.

“Ultimately, we want to provide more experiences and opportunities for fans to be able to engage with the league, our clubs, and players,” he said. “We think if we can do that, that’ll deepen engagement.”