Proposed Summer Series highlights the Premier League’s popularity in Asia

The English Premier League has been on a mission to become the most popular sports competition in the world since it was first launched in 1992.

Asia has been one of the league’s primary targets, and their marketing efforts in the region have helped to convert millions of people into avid fans.

The Premier League’s popularity has had a knock-on effect in the Asian betting industry, which has benefited massively from a sizeable influx of new punters.

That point is perfectly evidenced in Hong Kong. Numerous sportsbook operators are now accepting bettors from Hong Kong, many of which love to wager regularly on Premier League games.

Their enthusiasm for the English top-flight will likely be boosted if the league’s bosses push forward with ambitious plans to hold a four-club Summer Series in Asia next year.

Hong Kong and Shenzhen touted as possible venues

Premier League clubs have reportedly been contacted for their views on the plans, with Hong Kong and the Chinese city of Shenzhen viewed as potential host venues.

The region previously hosted the Premier League Asia Trophy, but this was replaced by the Summer Series in 2023. The United States has twice hosted the new tournament.

If the Premier League approves the plans, this would be the first time they have staged a pre-season event during a summer when a major international tournament is played.

The 2026 World Cup is scheduled to run from June 11 to July 19, which leaves little time for players who feature in the latter stages to recover from their exertions.

A three-match Summer Series could be held between August 1-8, leaving just a two-week recovery gap before the start of the 2026/27 season.

While Premier League managers and players are unlikely to be enamoured with the proposals, club bosses will be enticed by the lucrative returns generated by the series.

Asia is a goldmine for the Premier League

Many local fans of Premier League clubs repeatedly bemoan the fact that the teams they support have chased revenues in far-flung corners of the world.

However, while top-flight clubs remain an integral part of the communities they are located in, their horizons now stretch way beyond their traditional borders.

Research conducted in 2023 found that 56 percent of football supporters in the South East Asian market are fans of the Premier League.

Pinning down accurate viewing figures is no easy task given the number of platforms offering coverage, but the cumulative audience is believed to be more than 400 million.

The level of support is remarkable when considering that the time difference between England and Asia means many games are broadcast at inconvenient times.

While local supporters may view their international counterparts as inconsequential, Premier League clubs cannot afford to ignore what those fans bring to the table.

Top clubs are destined to keep racking up the air miles

Given the geographical distance between the Premier League and Asia, building meaningful connections is undoubtedly no easy task.

Arsenal, Manchester United, Tottenham Hotspur and Liverpool were among the clubs who visited the region this summer, and they were mobbed wherever they went.

Most Asian fans do not have the opportunity to travel across the world to watch their favourite teams live, so removing the long journey for them is hugely significant.

Supporters in the region ultimately want to feel valued for the investment they have made into elements such as broadcast subscriptions and club merchandise.

By staging games in Asia, clubs demonstrate commitment to fans overseas. Professor Simon Chadwick, an expert in the geopolitical economy of sport, believes this is vitally important.

“Asian supporters want 24/7/365 engagement with their favourite clubs and for a club simply to visit a country, say, once every four years is simply not enough,” Chadwick said.

“Engagement is not simply about watching ninety seconds of highlights on mobile devices – audiences want touch and feel experiences.

“Finding a balance between success and experience is one of the biggest challenges European clubs face.”

The post Proposed Summer Series highlights the Premier League’s popularity in Asia appeared first on 11v11.