The Premier League has launched “It’s All Here,” a new U.S. campaign celebrating over 30 years of American fandom and building on World Cup momentum. Fronted by Ian Wright with NBA star Josh Hart, the campaign highlights unique fan culture and record-breaking viewership, reinforcing football’s growing place in U.S. sporting life.
The Premier League has unveiled its latest U.S. campaign, It’s All Here, ahead of the 2026–27 season, underscoring the League’s deepening roots in American sporting culture. With more than three decades of fandom behind it, the campaign seeks to harness the energy of the World Cup and translate it into lasting engagement with clubs and players across the United States.
At the heart of the campaign is a hero film created in partnership with The Rec League. Premier League legend Ian Wright leads the narrative, joined by NBA champion Josh Hart in a cameo appearance. The film is a vibrant ode to the inventive ways American fans embrace the League, from Brighton supporters donning seagull masks to New Yorkers proudly sporting Wright’s iconic Arsenal jersey. It captures the sense that the Premier League is not only played in England but felt across everyday America.
The campaign arrives at a moment of unprecedented momentum. Over 40 million unique U.S. viewers tune in to the Premier League each season, and the Manchester City v Arsenal clash in April 2026 set a new benchmark as the most-watched game in U.S. history, averaging 2.6 million viewers across NBC, Peacock, Telemundo and NBC Sports Digital platforms. Such figures highlight the League’s growing resonance in a crowded American sports landscape.
Launching today across Premier League USA and global channels, as well as NBC and USA Network, It’s All Here aims to cement football’s place in the cultural mainstream. By showcasing the passion and creativity of fans, the campaign positions the Premier League as not just a competition but a shared cultural experience that transcends borders.
Jack Jensen, director and co-founder of The Rec League, explained the creative vision: “It was always inevitable that we’d love this game, and this league, wasn’t it? That was the feeling and truth our internal teams tried to build our strategy and creative off of, and that there was no better place for fans to find it all than in the Premier League. Coupled with this unique window to feed off the wave of positivity, and increased eyeballs, from World Cup, it felt like we had all these interesting pieces that could help set up both what an incredible Premier League season lies ahead of us – and how U.S. fans can be just as big a part of the action.”
Jensen also praised Wright’s involvement: “Getting to work with Arsenal legend, and legendary good guy, Ian Wright was insane all on its own. He’s so welcoming and passionate about the game, and about growing it amongst fans, that it felt like he really brought out such an authentic love and charm to all of the work. Oh, and he also happens to be one of the greatest footballers of all time, no big deal.”
With its blend of star power, fan creativity and cultural resonance, It’s All Here signals the Premier League’s ambition to deepen its American footprint. As the new season approaches, the campaign reflects a sport that has moved beyond novelty to become a fixture in U.S. sporting identity, uniting millions in their devotion to the world’s best football.
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