Premier Sports

What Premier Sports does

Premier Sports is a privately held pay-television sports broadcaster operating under Premier Sports Ltd in the United Kingdom, founded in 2010 and headquartered in Dublin, Ireland. The company delivers subscription-based access to live sports content through a dual-distribution model combining a direct-to-consumer streaming platform at premiersports.com with traditional linear broadcast channels, including a supplementary sub-brand called Premier Extra. Its content portfolio focuses on sports often underserved by mainstream UK/Ireland broadcasters, including exclusive rights to Scottish Football Association matches (Scottish Cup, William Hill Premiership), European rugby (Investec Champions Cup), and emerging cricket properties such as Major League Cricket (MLC) and Abu Dhabi T10.

The company's underlying technology is a standard sports streaming and broadcasting stack: a multi-platform streaming front-end supporting live and on-demand viewing, account management, TV guide, and fixtures listings, paired with linear TV channel distribution. Premier Sports holds no disclosed patents or proprietary technology beyond integration and rights aggregation. Its GTM motion is direct-to-consumer subscription, with subscriber data and account functionality centralized on the owned platform, and additional reach secured through broadcast partner networks (including Star Sports, Fox Sports, and Willow TV for Abu Dhabi T10) and sponsorship-driven Irish advertising inventory (e.g., the Sky Media Ireland / Select Tech Group deal).

Premier Sports monetizes primarily through recurring subscription revenue from individual sports viewers in the UK and Ireland, supplemented by advertising/sponsorship revenue. Customer segments center on sports enthusiasts seeking non-mainstream soccer, rugby, and cricket coverage, with secondary segments including Scottish football fans and broadcast rights holders (the latter served indirectly via anti-piracy enforcement such as the 2026 Norwich Pharmacal action alongside Sky, GAA+, LOITV, and Clubber TV). The company does not publicly disclose pricing, subscriber counts, revenue, or headcount. Premier Sports is operationally active as of 2026, with continuous content acquisition, geographic expansion through partner networks across 150+ countries, and an active anti-piracy stance in the Irish market.

Name

Premier Sports

Legal name

Premier Sports Ltd

Website

https://premiersports.com

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Premier Sports is a privately held UK/Ireland pay-television sports broadcaster offering subscription streaming and linear channels covering soccer, rugby, and cricket, including exclusive Scottish football rights and emerging cricket properties such as Major League Cricket and Abu Dhabi T10.

Ownership category

akta.pro rank

Product category

Sports Broadcasting

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

International Sports Broadcasters & Rights Networks (MPABAJAE)

akta.pro secondary industries

International Sports Broadcasters & Rights Channels (MPABAEAE), Media & Broadcast Sponsorship (In-Game Broadcast, Streaming Sponsorship) (MPAKALAF)

Keywords

• Sports broadcasting
• Live sports streaming
• Pay-television sports
• Sports media rights
• Linear sports channels

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Supply Chain, Marketing or Sales, Personnel

Revenue model

1. Subscription Streaming: Direct-to-consumer subscription model where viewers pay for access to live sports content and streaming services across multiple sports properties including rugby, soccer, cricket, and other disciplines.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Premier Sports is a pay-television sports broadcaster that provides subscription-based access to live sports coverage through a direct-to-consumer streaming platform (premiersports.com) and linear TV broadcast channels. The company acquires exclusive broadcasting rights for sports properties including Scottish football (SFA/William Hill Premiership), European rugby (Investec Champions Cup), Major League Cricket, and Abu Dhabi T10 cricket, delivering live and on-demand content to subscribers in the UK and Ireland.

Product overview

Premier Sports is a sports broadcasting platform that provides live streaming and linear television coverage of sporting events. Based on the source data, the platform offers direct-to-consumer access through its website where users can watch live sports, view upcoming fixtures, browse TV schedules, and manage their accounts through subscription services.

Differentiator

Problem solved

Functional benefit

Brands

• Premier Extra: A supplementary channel or service offered by Premier Sports for additional sports content.

Products and services

• Premier Sports Streaming Subscription Direct-to-consumer subscription streaming service accessible via premiersports.com, providing subscribers with live and on-demand access to sports content including soccer, rugby, and cricket broadcasts across multiple devices.
• Premier Sports Linear TV Channels Linear broadcast television channels delivering live sports coverage including Major League Cricket matches, complementing the streaming platform with traditional TV viewing options for subscribers in the UK and Ireland.
• Premier Extra A supplementary channel or service offered by Premier Sports providing additional sports content alongside the main Premier Sports subscription.

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• SkycoreStrategic or Co-development Partner · 28 March 2026Premier Sports supported Sky's Norwich Pharmacal court application against Revolut Bank to unmask pirate IPTV users. Premier Sports joined GAA+, LOITV, and Clubber TV in supporting the legal action to combat sports piracy in Ireland.
• Abu Dhabi T10coreChannel Partner/ Reseller/ Distributor · 25 November 2025Premier Sports is included among the 20+ broadcast partners for Abu Dhabi T10 2025 season, which secured coverage across 150+ countries through partnerships including Star Sports, Fox Sports, Willow TV, and Premier Sports spanning six continents.
• Sky Media IrelandcoreGTM or Marketing Partner · 10 October 2025Sky Media Ireland announced a sponsorship partnership with Select Tech Group, making it the new partner for Premier Sports content in Ireland. The multi-platform deal covers high-impact activations including Moment of the Half/Match, Golden Ad Breaks, on-screen credits, product placement, and studio competitions during major sporting events.
• Select Tech GroupcoreGTM or Marketing Partner · 10 October 2025Select Tech Group, through its brands including DID Electrical and Select, became the new sponsor for Premier Sports content in Ireland following a deal with Sky Media Ireland. The sponsorship includes premium sports programming placements during major events.
• Major League Cricket (MLC)coreChannel Partner/ Reseller/ Distributor · 11 June 2025Premier Sports announced a broadcast partnership with Major League Cricket to air all 34 matches live to UK viewers. MLC is America's first professional T20 cricket league featuring six franchise teams. Coverage is available on Premier Sports' streaming platform and linear channels from June 13th to July 15th.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Sky Sports: The dominant UK/Ireland pay-TV sports broadcaster and Premier Sports' largest competitor and partner. Sky Sports controls premium Premier League and F1 rights and shares William Hill Premiership coverage with Premier Sports, making it the closest direct comparable in market and geography.
• beIN Sports: Global pay-TV sports network operating across MENA, Europe, and Asia-Pacific with rights for European football, tennis, and motorsports. Comparable business model as a subscription-based multi-sport broadcaster with rights aggregation strategy.
• DAZN: Global sports streaming subscription service that has expanded into European football and combat sports rights. Operates a DTC sports streaming model with similar recurring subscription revenue mechanics, serving as a comparable scale reference for sports-first streaming.
• Discovery+ / TNT Sports: Streaming and pay-TV sports offering via Warner Bros. Discovery, carrying European football, cycling, and combat sports. Comparable as a multi-sport rights holder with subscription streaming and linear distribution models in European markets.

Emerging players

• FuboTV: Sports-first DTC streaming subscription service in North America with international sports content including European football. Comparable subscription-based sports streaming model, though primarily focused on US market.
• FloSports: US-based sports-focused DTC streaming subscription service covering niche and underserved sports. Comparable in business model and niche-sports differentiation strategy, though operating in a different geographic market.
• GAA+: Irish Gaelic Athletic Association's official streaming service offering subscription access to GAA sports content. Operates a comparable D2C sports streaming subscription model in the same Ireland market and has partnered with Premier Sports on anti-piracy initiatives.

Direct peers

• Eleven Sports: International sports broadcaster offering pay-TV and streaming access to football, MMA, and other sports across multiple European and Asian markets. Operates a multi-territory sports rights aggregation model highly comparable to Premier Sports' approach.
• TNT Sports (formerly BT Sport): UK-focused premium sports broadcaster carrying Champions League, rugby, and other sports. Operates a similar pay-TV and streaming model targeting UK/Ireland audiences with rights for European football and rugby — directly comparable to Premier Sports' portfolio.

Regional players

• Viaplay Sports: Nordic and European streaming subscription service with significant sports rights portfolio including Premier League and Champions League. Operates a similar D2C subscription model with sports as a key acquisition pillar across European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/premiersportstv

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Premier Sports