The hunt for a team of four social media specialists forms part of a broader Premier League digital comms strategy that has included the recent launch of the organisation's Facebook and Twitter accounts and the revamp of its website.
'The move is a way of bridging the gap between our team and what is a huge global audience and huge demand,' Premier League comms director Dan Johnson told PRWeek.
'The Premier League is a strong corporate voice and we feel that this is not being reflected through our digital comms at the moment - we could be more effective in reaching out.'
The move comes as English football is fighting to retain its international reputation after being embroiled in controversy over allegations of racism.
Johnson emphasised that the new appointments would work closely with current staff as part of the 'significant seven-figure strategy'.
'You just have to look at the way that football fans have taken to social media, and if you don't have a voice in that space you run the risk of not being able to articulate your position,' he said.
Control of the Premier League's new website, launched in December, has gone in-house for the first time, after being run by digital sports agency Perform for the past five years.
Meanwhile, the Football Association has launched a hunt for PR support for the Women's Super League, which has shortlisted three agencies including the incumbent Iris PR. The retainer is for six months.
A spokesman for the FA said that the brief was for agencies to help the FA build on the momentum of the London 2012 Olympics, in which women's football will feature prominently.