Premier League releases official anthem in collaboration with MassiveMusic
The Premier League is widely considered the most influential football league in the world. Since its inception in 1992, it has developed at a blisteringly fast pace. Professional services firm Deloitte’s annual review of football finance records a £1.6bn rise in operating profits in its last three seasons – more than its previous 16 seasons combined.
Yet the Premier League’s broadcasting figures are just as notable. Over its 25-year history, the league’s broadcasting deal has grown from a £304m, five-year deal, to its current £5.14bn, three-year arrangement. It is now watched in 189 countries, making it a truly international platform. Its 2016 rebrand by creative agency, Design Studio, saw the brand drop title sponsorship, making room for a more defined identity. This month, in collaboration with Dutch music agency, MassiveMusic, the Premier League has released an official anthem, entitled ‘This is the Premier League.’
Partnering with DixonBaxi, a London-based creative agency, MassiveMusic created a unique audio identity for the brand last year, implementing it through a sonic branding project across stadia and broadcast film. Following a growing demand for a full-length release, the track will now feature on Spotify, with many fans campaigning for the track’s inclusion in EA Sport’s popular video game, FIFA. The track balances technical instrumentation with smart production, avoiding any risks of falling into a particular genre through its widespread implementation across the Premier League’s branding collateral.
Paul Reynolds, managing director at MassiveMusic, says, “The single release demonstrates how a sonic brand can have longevity, and keep developing and responding to needs of the brand and its fans. There’s so much more to a sonic brand than a ‘bing-bong’ logo and, for brands, there’s a clear opportunity to own a space in music and develop a subsequent fan base around that. The Premier League has been brave in its visual branding and to go for something so vibrant and different in terms of identity has allowed it to completely own their space.”