Media, Brands & Marketing and Major Events: essential revenue streams for the business of sport

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1 Media, Brands & Marketing and Major Events: essential revenue streams for the business of sport Every month SportBusiness International brings you information, insight and analysis into these three core pillars of the industry. What follows is our analysis of the past 12 months and some insights into what we can expect for

2 media The Global TV SporTS rights market While the broadcast landscape has changed beyond all recognition in the past decade, top sporting events have been one of the few forms of programming that broadcasters can rely on to regularly pull in millions of eyeballs. And, as the latest survey by TV Sports Markets shows, some of the top sporting properties negotiating new television deals in the last 12 months have been able to bring in big increases in revenue despite the ongoing financial downturn. According to TV Sports Markets second annual survey, the top 10 properties now all bring in over $1 billion per annum in television-rights fees. In last year s survey, only the Uefa Champions League brought in less than $1 billion per year. Between and , Uefa brought in $933 million per year, but following a successful sales process for the to period, the competition now boasts an annual television income of $1.228 billion. The underlying reason for the 31 percent increase in annual revenue is that the Champions League is one of the must-have properties for many broadcasters in Europe and increasingly elsewhere around the world. For free-to-air broadcasters, it delivers big audiences across a 10-month season which can help buck the trend for declining market shares. Meanwhile for pay-television companies, there is increasing evidence that the Champions League can positively impact subscriber numbers. The Uefa property s growing importance to broadcasters was not the only factor influencing rights fee increases. Timetable changes and the restructuring of the commercial rights mean the competition is now played on 33 match nights compared to a previous 25. This 30 per cent expansion of inventory gave TEAM Marketing, the agency which sells the rights on behalf of Uefa, a platform to push for more revenue from broadcasters from the outset. Not that negotiating for the Champions League in some of the biggest television markets in Europe was easy. Notable rises came in the UK, the competition s single biggest market, where ITV and BSkyB will pay a combined 425 million, a 65 percent increase over the three-year period. In Germany, fees rose by 20 per cent and in Spain by 35 per cent. However, 30

3 Luis Fabiano - Getty Images in Italy rights fees fell by 11 per cent driven by a precipitous fall in the value of free-to-air rights. In France, broadcasters paid seven per cent less. It is no coincidence that the onset of the global financial crisis came after the deals in the UK, Spain and Germany were signed, but before the deals in France and Italy were negotiated. In terms of global television revenue, American football s National Football League (NFL) brings in more revenue from television rights sales than any other rights-holder. Recent extensions with its incumbent domestic broadcasters mean it now brings in an estimated average of $3.855 billion per annum in rights fees until The extension agreed with network partners CBS, Fox and NBC brings them into line with cable sports channel ESPN expiring in But thanks to a new deal with its other domestic partner DirecTV, it will now bring in $4.074 billion a year in those two years the NFL negotiating a 43 percent increase in rights fee with DirecTV. The 2012 Olympic Games is the second-biggest television property and a recent deal with state broadcaster CCTV in China boosted the running total for the event to $2.5 billion, with the International Olympic Committee still to do deals in Latin America (excluding Brazil) and sub-saharan Africa (for freeto-air rights only). The stunning success of CCTV s coverage of the Beijing Olympics last year paved the way for a record television rights deal for the 2010 and 2012 Games. CCTV is paying $100 million for 31

4 media top 10 sports Properties by Global tv income Property duration Years estimated fee p.a. ($bn) 1 NFl 2006 to Summer olympics (london) Fifa World Cup Fifa World Cup english premier league to italian Serie a to Winter olympics (Vancouver) Uefa Champions league to Nba to French ligue to World Cup: deals yet to be concluded in Spain and sub-saharan africa 2010 and 2012 olympics: latin america (excluding brazil), free-to-air rights in sub-saharan africa top 10 tv rights deals in europe Property territory duration Years overall fee ( ) buyer 1 Football: english premier league Uk to bn bskyb 2 Football: French ligue 1 France to 3 Football: italian Serie a italy to 4 Football: German bundesliga Germany to 5 Football: French ligue 1 France Football: Spanish primera liga Spain to bn Canal plus bn Sky italia 4 1bn Sky deutschland 4 812m orange 3 700m Sogecable 7 olympic Games pan-europe (excl italy) 2010, m ebu 8 Football: German bundesliga Germany to 9 Football: italian Serie a italy to 10 Football: english Fa Uk to 4 440m ard 2 440m mediaset 4 319m itv 1 =

5 top 10 tv rights deals in Us Property duration Years overall fee ($bn) buyer 1 am Ftbll: NFl (monday Night package) 2006 to espn 2 basketball: Nba to abc/espn, TNT* 3 College Sport: NCaa to 11 6 CbS 4 am Ftbll: NFl (NFC package) 2006 to Fox 5 am Ftbll: NFl (afc package) 2006 to CbS 6 am Ftbll: NFl (Sunday Ticket package) 2011 to directv 7 am Ftbll: NFl (Sunday Night package) 2006 to NbC 8 baseball: mlb 2006 to espn 9 College Sport: South eastern Conference to espn 10 olympics: 2010 and 2012 Games 2010, NbC * Split between abc/espn and TNT is unknown the multi-platform rights for 2010 and 2012 (of which $82 million is for the London Games), approximately 450 per cent more than it paid for the 2006 and 2008 Games. It is China s biggest ever television sports rights deal. The IOC has already begun its sales process for the 2014 and 2016 Olympic Games, with the Sportfive agency agreeing deals in Korea and Turkey, plus a large number of European markets. Its deals in Brazil, which were agreed just weeks before the announcement that Rio de Janeiro would host the 2016 Games, brought in $170 million, more than three times what was paid for 2008 and In total, the IOC has brought in a total close to $950 million for the 2014 and 2016 Games so far. Another rights holder which is well into its negotiations for its next contract period is the English Premier League. The league brings in $1.64 billion per year in global television rights fees over the to period. Early deals for to point to a big increase for the league. Not only did it secure a 4.5 percent increase in fees for its domestic live rights, it has brought in massive hikes in revenue from other parts of the world. In the Middle East, it tripled its take after signing a deal with the Abu Dhabi Media Company. A similar rise was achieved in India and in both Singapore and Malaysia fees have increased by 70 per cent. Domestic football leagues are the lifeblood of paytelevision companies all around Europe. Of the top 10 single deals in the region, seven are between national leagues and pay-operators. The high cost and limited opportunity of supporting a team at the stadium means there is a massive demand from fans to watch their favourite team on television. This in turn is a key driver of pay-television subscriptions and explains the massive fees paid by subscription-based companies. For the same reason, in Latin America, football leagues attract the highest rights fees. National leagues in other sports attract the top fees in other parts of the world. In the US, the NFL, the NBA, the NCAA and the MLB leagues all attract massive fees. In Asia- Pacific, the domestic deal in India for the Indian Premier League is the second biggest agreement in the region. Deals in Australia for the AFL and NRL also rank highly. TV Sports Markets is a fortnightly newsletter specialising in the value of TV rights deals to sport. It publishes Euro TV and Sport Rights 2010 and TV Sports Rights in the Americas and regularly conducts research into property values and rights strategies on behalf of clients throughout the sporting and broadcast world. For more information visit com or contact Ben.Speight@tvsportsmarkets.com

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