Premier League Games Abroad: Brand Exposure & Fan Discontent
The concept of “Game 39” first gained popularity back in 2008. Pitched by the Premier League Chief Executive Richard Scudamore, it floated the idea of each Premier League team playing an additional match on top of the 38-game season, hence the moniker. That 39th game, or more aptly, a round of fixtures, would be played abroad. It wasn’t exactly as controversial as the more recent proposal for a European Super League, nor was it shot down as quickly, yet Game 39 faced serious opposition from fan groups, as well as UEFA and FIFA. It quickly made Scudamore an unpopular figure among Premier League fans based in the UK.
Sixteen years later, and the prospect of playing Premier League games abroad has been mooted again. Liverpool Chairman Tom Werner is one of the key figures behind the idea, and it has also garnered support from politicians like Sadiq Khan. The Mayor of London clearly sees the idea as a reciprocal one. He has welcomed MLB and NFL games to London, and he has recently been pushing for WrestleMania to be hosted in London. Werner’s goals are economic, and he has been joined by Chelsea owner Todd Boehly in pleading with the Premier League to start thinking outside the box in terms of generating revenue.
Premier League in a stronger position
Perhaps the pertinent question is whether this idea has any legs. And if so, what makes 2024 different from 2008? It’s clear that proponents of hosting the Premier League abroad are well aware of the missteps of the campaign in 2008. Minimal disruption is arguably the key term, with stakeholders making it clear that any international games will be ‘extra-curricular,’ i.e., one-off events that do not interfere with the usual ebb and flow of the Premier League season. Boehly has gone as far as to suggest playing an all-star type game in the summer.
It’s worth noting, too, that the strength of the Premier League is greater now than it was in 2008. We can measure this in metrics beyond television broadcast deals, including social media, sports betting volumes, and ticket sales for summer tours. As such, it allows stakeholders to frame the argument away from growing the Premier League brand to actually meeting the demand from international Premier League fans. It creates a narrative of fairness, meeting the needs of fans rather than trying to create it for financial gain.
Werner makes promises to Liverpool fans
Tom Werner has gone on an interesting charm offensive this summer, appealing to local Liverpool fans to see the realities of his dream of a Premier League game in New York City. Werner has gone on to suggest that local fans will be part of the crowds abroad. “Let’s figure out a way to offer them very cheap travel and accommodation.”. He said in a recent interview. Of course, even if costs were to be supplemented, it represents a huge outlay for fans.
As for fans’ receptiveness, you can understand that it is more popular with international fans than local ones. Moreover, it’s worth noting the skepticism and mistrust that fans hold regarding football hierarchies and authorities. Many do not trust the Premier League, UEFA, and FIFA, nor the ownership of the clubs they support. It’s an uneasy alliance. For stakeholders in the Premier League international games, the fear is that fans will revolt in much the same way they did for the Super League proposal in 2021.
Even if the proposal is sugar-coated in such a manner as Werner describes, some fans will see it as a trojan horse. In their view, once the “one-off” events abroad become palatable, the stakeholders will push for more. They will point to the NFL, which has steadily increased its International Series over the years. And you might wonder about how the overtures being made to local fans will evolve in the years ahead: Will Werner’s Liverpool supplement international travel for fans in perpetuity? It feels unlikely.
Right now, it feels like stakeholders are still in the exploratory stage, sounding out ideas in the media and probing fans’ responses. But they must be careful. The backlash to the Super League plans was swift and merciless, and the same sudden response could come should the talk of international Premier League games transform into concrete plans. The chances seem much more likely than with 2008’s 39th Game plan, yet the chances for a frosty reception from local fans and the power they wield should not be underestimated.
