Premier League and Now TV warn Hong Kong football fans on the real-world risks of piracy
The Premier League, in collaboration with its local broadcast partner Now TV, has launched the latest edition of its annual 'Boot Out Piracy' campaign in Hong Kong, highlighting the hidden risks that illegal streaming poses to fans.
Now in its sixth edition in Hong Kong, some of the biggest stars in football are lending their voices to educate fans through the League's 'Boot Out Piracy' campaign.
Featuring Martin Odegaard (Arsenal), Amad Diallo (Manchester United), Raul Jimenez (Fulham), Dan Burn (Newcastle United) and Matty Cash (Aston Villa), these players urge fans to stream safely and legally, highlighting that accessing content through pirate websites and illicit streaming devices (ISDs) places users at significant risk.
Cybercriminals exploit illegal streaming services, exposing Hong Kong fans to malware, phishing scams, data theft, as well as harmful or inappropriate content. These hidden risks can compromise personal security and family safety.
A recent study by cybersecurity expert Professor Paul Watters revealed that most pirate websites contain malware, phishing or spam. These sites also expose users to harmful adverts promoting gambling, adult content or scams.
The findings of the research showed that in Hong Kong: Pirate websites are over 15 times riskier than mainstream sites in exposing people to scams. Four out of five pirate websites flagged a cyber threat (malware, phishing or scams). All ads (100 per cent) on pirate websites promote harmful content. Analysis of ISD and pirate apps found that users may unwittingly have their data hijacked and internet connection linked to criminal activity, exposing them to fraud, malware, and even law enforcement investigations.
Professor Watters said: "Piracy websites represent a major cybersecurity concern, not merely a copyright issue. Our research shows they are connected to criminal infrastructures used for fraud, ransomware, and related offences. Illicit streaming devices contribute to this same threat, being quietly conscripted into residential proxy networks that transform homes into unwitting participants in global cybercrime operations."
Premier League General Counsel Kevin Plumb said: "Illegal streaming may feel harmless, but the risks go far beyond poor video quality. Research conducted by cybersecurity experts continually highlights the significant dangers of using pirate websites and devices.
"Working with our broadcast partners and local authorities around the world, we continue to take action against those who provide illegal streams, but piracy is a problem that is always evolving.
"Through the Boot Out Piracy campaign, we highlight that those who stream Premier League football through pirate websites and devices are in danger of exposing themselves and their family members to data theft, cyber threats and scams, which can prove extremely costly."
We are pleased to partner with Now TV to bring this important message to fans in Hong Kong and encourage fans to stream Premier League football safely and responsibly."
As the exclusive broadcaster of the Premier League in Hong Kong, Now TV plays an important role in the 'Boot Out Piracy' campaign.
Derek Choi, Managing Director, Consumer Marketing & Pay TV, HKT, said, "As the exclusive broadcaster of the Premier League in Hong Kong, Now TV is committed to delivering world-class football through safe, legal, and high-quality viewing experiences. We work closely with the Premier League and authorities to combat piracy, safeguarding the game's heritage and ensuring fans enjoy every match at its finest. Building on features introduced last season, including the KOL Live Chat, we continuously innovate to deepen audience engagement—connecting fans more closely throughout the season and beyond."
The Premier League continues to work closely with Now TV and Hong Kong's law enforcement to bring legal actions against pirate operators. The League is also taking proactive steps to reinforce its commitment to protecting intellectual property and supporting its broadcast partners. Through its ongoing site-blocking programme, hundreds of domains have been identified and blocked in Hong Kong, preventing access to websites that stream football matches illegally.
The Boot Out Piracy campaign will be showcased across broadcast channels and social media platforms in Hong Kong, Indonesia, Malaysia, Singapore, Thailand and Vietnam in the upcoming months.
Premier League anti-piracy action in Hong Kong and the region
The Premier League, in close collaboration with its broadcast partners and authorities, actively combats piracy through a multifaceted approach.
These efforts involve blocking unauthorised websites and apps, cooperating with law enforcement to pursue legal actions against providers of illegal streaming services and conducting extensive education campaigns to raise awareness about enjoying the top-quality football competition through legitimate services.
In September 2024, customs officers raided a flat in Lok Fu and seized audio and video equipment valued at around HK$20,000 (US$2,570).
Two individuals were arrested for illegally streaming Premier League matches. In November 2024 two individuals were arrested for using an illegal streaming device to show Premier League matches in a bar in Tung Chung. According to the Copyright Amendment Ordinance, the maximum penalty for copyright infringement is a fine of HK$50,000 for each copyright work and imprisonment of four years.
Since starting to run blocking in APAC six years ago, the Premier League has been involved with blocking nearly 25,000 sites and apps across the region. In a series of orders from Singapore's High Court, the Premier League has blocked more than 600 domains across popular pirate streaming websites and domains used by illegal apps and streaming devices in Singapore.
Over 16,500 domains in Indonesia, over 7,000 in Vietnam, and almost 400 domains in Malaysia have been blocked. Across the region, last season over 10,000 pirate service listings were removed from online marketplaces and social media platforms.
Launched in 2020, the Premier League's 'Boot Out Piracy' campaign aims to highlight the dangers of viewing illegal streams. Together with some of the biggest names in football, the Premier League speaks directly to fans across Asia, warning them of the risks of accessing Premier League matches through unauthorised channels.
The campaign is showcased across broadcast channels and social media platforms in Hong Kong, Indonesia, Malaysia, Singapore, Thailand and Vietnam.
About the Premier League
The Premier League produces some of the most competitive and compelling football in the world.
The League and its clubs use the power and popularity of the competition to inspire fans, communities, and partners in the UK and across the world. The Premier League brings people together from all backgrounds. It is a competition for everyone, everywhere and is available to watch in 900 million homes in 189 countries.