Premier Sports

Premier Sports operates a hybrid media business combining subscription video distribution with advertising monetisation. It acquires or controls sports content rights, packages that content into linear channels and OTT streaming access, and monetises the audience through paid subscriptions and wholesale distribution on partner platforms. It also commercialises its audience through ad sales, including programmatic access to streaming inventory for brands and agencies.

Premier Sports is an Irish sports broadcaster and streaming operator trading through SSBL Limited. It runs a direct-to-consumer sports video service centred on live and catch-up viewing, and distributes its channels and streaming access through third-party platforms such as Sky, NOW and other pay-TV or digital partners. Its core proposition is access to niche and premium sports rights for audiences in the UK and Ireland.

The business makes money through recurring consumer subscriptions, carriage and distribution agreements with platform partners, and advertising sold against its live sports streaming inventory. In addition to serving sports fans directly, it also acts as a media owner for advertisers and agencies seeking access to premium live sports audiences, including programmatic access via DSP integrations.