Premier League Rebranding

Sonic Branding
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Premier League Rebranding

  • Agency


With every single one of the 380 matches being broadcast worldwide, the Premier League hauls in over 2 billion viewers, which makes it the most viewed football competition across the entire globe.

With that many eyes logged in, the Premier League thought it would be apt to refresh their overall identity and present a new creative vision. MassiveMusic was invited to team up with DixonBaxi to do just this.


The earlier visual rebranding aimed at an ultra modern look, which resulted in a diverse colour palette and impactful graphics. This new and bold move called for an audio identity with an equally innovative direction.

We wanted to compliment these new visuals with a sound that is as impactful and colourful, whilst simultaneously keeping the theatrical aspect of the sport woven in. Because sport isn’t always all about scoring goals — it’s about performance, too.


We decided to approach this project from a strategic sonic branding angle, where partnership with the agencies, the global network of the Premier League and creativity was central to the process. This means we took these elements in account when we created the sounds around the personality of the Premier League as a brand. Eventually, we honed in on three particular sonic territories:

  1. Dynamic electronic production
  2. Location field recordings
  3. Re-processed classical instrumentation

With these three territories in mind, we created a new soundtrack.


The new overarching master theme for the Premier League provides them with a contemporary and recognisable soundtrack. Additionally, we created 11 variations on the overarching theme so that the sound is applicable on multiple touchpoints, ranging from rock based alterations, to electronic, to more breakbeat inversions. The familiarity of the main theme ensures the coherence of the audio identity of the Premier League.

“The Premier League had an opportunity to own a space in music as we found that the majority of leagues around the world sounded exactly the same” says Roscoe Williamson, Global Creative Strategy Director at MassiveMusic.

In addition to the rebranding of the broadcast sound, we also revamped the walk-on anthem, which is heard before the start signal of each game to get both the fans in the stadium and at home riled up.


Amazing projects deliver amazing results. Not only did we create the new anthem for one of the biggest football competitions across the globe, FIFA 17 also decided to implement the theme into the game for an even more realistic experience. With the global reach of the Premier League, this might well be the most viewed case in the history of MassiveMusic.

On August 8th 2017, due to high demand from Premier League fans, the anthem was also released as a single on all digital music platforms.

Let’s make your brand massive through the power of music and sound.


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Roscoe Williamson

Global Creative Strategy Director