The English Premier League is famed for its intensity but there will be a more casual feel to its programming when telecasts for the new season begin.
For a start, Singapore fans can expect content to be more accessible and inclusive.
The league's international broadcasts lead anchor John Dykes noted that the league is going through a rebranding exercise with no title sponsor this season.
This has enabled it to adopt a new central marketing strategy to present the league that celebrates everyone associated with it, resulting in a greater diversity in programmes - from the match-day shows to the mid-week programming.
He added: "You're going to see a very different look, in terms of the studio itself - a more relaxed look.
"You won't see too many old-fashioned suits and ties. It won't be confrontational or intimidating.
"It's going to be very young, very relevant and very contemporary - lots of colours and a whole new branding palette."
Singtel TV Premier League customers will be able to catch Dykes, live on Singtel TV, on Aug 13, before kick-off of the first match of the new season.