Premier League Launches 'It's All Here' Campaign to Conquer the US
The Premier League is launching the 'It's All Here' campaign in the US featuring Ian Wright and Erling Haaland, as well as fan viewing parties in 17 cities. The league hopes to grow its audience following the World Cup.
Nearly half a million English Premier League fans live in the United States, and the league intends to significantly grow that audience. The campaign promoting the 2026/27 season has been named "It's All Here."
Premier League's American executive Akash Jain said in an interview with Marketing Brew: "We believe we have an incredible product to offer. The best players in the world, the biggest clubs in the world, the most competitive and exciting league in the world — all in one place."
The league's top management is betting on the impact of the recent World Cup, which, according to sports marketers, revolutionized football culture in the United States. The campaign's task is to turn fans of individual players who shone at the world championship into loyal supporters of their clubs. An additional focus is offline events and fan activities in the US for viewers who cannot afford to travel to England for a match.
A Legend on Screen
The face of the campaign is former Arsenal player Ian Wright: his voiceover is accompanied by footage of amateur football games and league match viewings — at home and in large groups in public. The video also includes match highlights featuring current stars and retired greats.
According to Jain, the team sought to showcase different eras of the league and all 20 clubs in order to reach the widest possible audience. Special attention goes to current players who performed well at the World Cup, whom new fans will recognize more quickly. Another selection criterion is players' social media activity.
"At the World Cup, we had players who scored goals and did incredible things on the pitch, but also created great content and showed their personality off it," Jain noted.
A prime example is Erling Haaland. The Norwegian Manchester City striker appears in the video multiple times. The campaign will run in various versions across digital and TV platforms throughout the season.
A Star Fan
It's not only players on screen, but fans too. "We wanted to show that while Premier League football takes place in the UK, it's felt every day in America as well — through a passionate fan community across the country," Jain explained.
The most famous fan shown is New York Knicks NBA guard Josh Hart, a Chelsea FC supporter. He regularly discusses the team on social media and at press conferences, and has collaborated with the Premier League on content for several years. In the new campaign, Hart makes a cameo appearance.
From Coast to Coast
The campaign includes a Coast to Coast experiential initiative: on opening weekend, the league will hold public viewing parties for fans of all 20 clubs in 17 US cities. The events will feature prize giveaways and appearances by nearly a dozen former players.
Jain hopes the campaign will grow the league's audience and engagement on digital and social platforms. At the same time, he considers the fan response to offline events no less important: many fans in the US have no opportunity to attend matches.
"Ultimately, we want to give fans more ways to engage with the league, the clubs, and the players. If we succeed, that will deepen engagement," he concluded.
Source: Marketing Brew; Source: linkedin.com
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