Now TV, the Hong Kong pay-TV broadcaster owned by IT and telecommunications giant PCCW, has announced the retention of its exclusive broadcast rights for English soccer’s elite Premier League in a multi-year deal.

The three-year broadcast rights agreement will run from the 2025-26 campaign through the end of the 2027-28 season.

Now TV will showcase all 380 matches each season through its linear TV service and Now Player smartphone and tablet apps, as well as on delay via Now TV’s video-on-demand service.

This latest tie-up will take the duration of PCCW’s Premier League rights stewardship to over 18 years, with the league’s chief media officer Paul Molnar stating: “Now TV has been a dedicated and innovative partner, consistently delivering high quality and exceptional coverage.”

Now TV last renewed the rights in early 2022 on a three-year deal running through the end of the current 2024-25 season, the value of which GlobalData Sport estimated at $53.8 million annually.

The broadcaster holds a swathe of prominent sports rights in Hong Kong, most recently securing broadcast rights for tennis’ US Open grand slam for the 2024 edition.

Alongside a strong mix of tennis and golf rights, Now TV has a strong soccer portfolio that this year included the rights to the 2024 UEFA European Championship continental competition on an exclusive basis.