LONDON - A WORLDWIDE audience of a billion watched Arsenal and Manchester United battle to a 2-2 draw in the English Premier League last Saturday.
And that would not only spur more early kick-offs that cater to Asian fans, but also see the Premier League take the next step in its globalisation drive by earning more money from their supporters abroad than at home.
There is also the possibility that League matches could be played in Asia.
A new study by Deloitte shows that the Premier League has risen well above Serie A and La Liga in the past decade to become the richest league across Europe by 1 billion euros (S$2.1 billion), reported The Telegraph.
'The Premier League has just accelerated from every other league in the world,' said Dan Jones, a partner in the sports business group at Deloitte.
'I can think of no other example of the overseas rights overtaking the domestic rights.
'I have heard people in the industry predict that the next time in 2010 when the overseas rights are sold, it will match those domestically.
'You only have to look at the world population to see the potential for growth.'
Overseas rights are sold in a three-year package and have risen from £178 million (S$538 million) in 2001 to £325 million in 2004 and £625 million this year.
Fifty-five per cent came from the Asian market.
In Singapore, StarHub paid $246 million, four times the previous price, to show the Premier League for the next three seasons.
Given the way the figures have been increasing, overseas rights could eventually be worth more than the £1.7 billion currently being paid by Sky and Setanta to show the Premier League in Britain.
The potential income only increases the likelihood of kick-off times eventually being changed to suit fans in markets like China and India, where affluence is growing.
The average audience for a Premier League game screened on Sky Sports in Britain is 1.1 million.
But the huge audience for Saturday's match, which kicked of at 12.45pm British time instead of the usual 3pm, was boosted by its being screened in the evening across East Asia.
More such kick-offs have been pencilled in for key matches.
Liverpool's clash with Manchester United at Anfield on Dec 16 will be shown on Singapore screens at 9.30pm.
A week later, the derby between Arsenal and Tottenham will be telecast at 8.45pm, while United's match against Everton will be played at 8pm.
