The Premier League Looks to Score World Cup Audiences With US Campaign

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The Premier League Looks to Score World Cup Audiences With US Campaign

The Premier League wants American soccer fans to know 'It's All Here'

By Mark Mwachiro

Fans still suffering from the post-World Cup blues can rejoice! Top-tier soccer will soon be gracing our screens with the return of another season of the English Premier League.

The season kicks off on Friday, August 21, pitting Arsenal against the other 19 teams as they look to defend their long-sought-after crown.

Coming off a wildly successful World Cup, the league is hoping its players, including Erling Haaland, and its storylines can replicate the excitement from the tournament. Using a new campaign, “It’s All Here,” the Premier League wants to reinforce that it’s home to the world’s best football and everyday Americans should be a part of it.

In preparation for the start of the new season, the Premier League’s U.S. campaign, “It’s All Here,” will look to celebrate the league’s growing place in American sporting culture.

Starring Premier League legend Ian Wright with a cameo from avid Chelsea fan and NBA Champion Josh Hart, the “It’s All Here” campaign is an ode to the unique and dedicated ways American fans follow the best soccer players in the world through the Premier League. This includes Brighton fans in seagull masks and players in New York repping Ian Wright’s Arsenal jersey.

The campaign, which launched today and was developed by The Rec League, will run across the Premier League’s USA and global channels, including NBC and USA Network.

“It’s really reinforcing that, while the world’s best football is played in the Premier League, it’s also felt here every day in America, and it really showcases so many unique and dedicated ways that American fans follow our league,” said Akash Jain, U.S. managing director of the Premier League.

The Premier League already has a strong core of U.S. fans.

Over 40 million unique U.S. viewers tune in to the Premier League each season, with the Manchester City v Arsenal match in April 2026 becoming the most-watched game in U.S. history. It averaged 2.6 million viewers across NBC, Peacock, Telemundo, and NBC Sports Digital platforms.

Jain complimented NBCUniversal and Versant, its two U.S. broadcast partners, saying that they are doing a “tremendous job” in bringing competition from the league to its U.S. fans in “such an authentic way.”

The league will look to reach those core fans and more with the new campaign, as it also reaches out to people in their own communities.

Jain noted that the league wants to continue its Premier League Mornings Live fan festivals throughout the country, which have provided a unique way for the league to engage with its supporters.

In addition, Jain said that the league will once again bring back its Coast to Coast Kick Off fan celebration, taking place from August 21 to August 24. The event features official free watch parties and club activations for all 20 Premier League teams across 15 U.S. cities.

Despite taking place in a crowded fall sports schedule, with the NFL, college football, MLB, MLS, NHL and NBA all in play, the Premier League’s morning window on the weekends nestles it in an advantageous spot, with Jain saying it makes for a unique way for the league’s fans to connect with the game and create traditions.

As the campaign kicks off, the Premier League will look to bring more fans still living off that World Cup high to that morning window.

“The campaign also really looks to reinforce that all of the amazing things about global football are here in one place in the Premier League,” added Jain. “The most elite players, the biggest clubs, the biggest and most passionate fan base in the world watching the most competitive, compelling football in the world.”

Mark Mwachiro is a TVNewser contributor who has been writing for the blog since March 2022. Based out of New York, Mark has also contributed to ADWEEK.

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