Traditions that underpin the status quo can often be an inhibitor for growth, innovation, or differentiation in sport. But in the case of the Premier League, English football’s long history of playing through the Christmas period sets it apart from any other league in the world during this time, as the chart below shows.

Audience behaviours will vary by market, but the Premier League’s festive football has become a must-watch for fans globally, demonstrated by a record audience in the US for Liverpool vs. Arsenal. Other leagues must also seek ways to grab the attention and captivate new fans.