Date post: | 25-Jun-2015 |
Category: |
Sports |
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- THE GLUE IN THE SPORTS NETWORK
# SPORTS # ECONOMICS # TVRIGHTS # BROADCASTING
television rights
Hogne Ulla COPENHAGEN BUSINESS SCHOOL – FEBRUARY2013
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“That Norwegian guy”
Hogne Ulla, aged 22
Current
Ulla Sport & Media – Freelancer
Student at Norwegian School of Economics (NHH)
Earlier
Copenhagen Business School - Exchange Spring 2011
Editor, journalist, content marketing
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TACTICS OF TODAY
Some cases and focus on today’s paradigm-shift
Importance for the broadcasters / TV-channels
Return on Investment (ROI) and the Value Chain
Football Money League (Deloitte)
TV-rights: Does it really matter?
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It’s all coming back to
me..
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“A SMALL STEP FOR
MAN.. Promotion to the FA Premier League
Growing enthusiasm – fans and interest groups -> Interest from sponsors and investors (US, Asia, Russia). -> Fans go “mad” – also, the fan base grows due to success Agents will show up at the director’s office.. -> Fresh legs and faces
Give clubs a chance to go “all
in”!
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..GIANT LEAP FOR MANKIND
Bosman ruling
TV-deals
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Findings
The financial situation relies on mainly three fields, namely “Match-day”, “Broadcasting”, and “Commercial”
Football Money League
Scan the QR-code
and download the latest
report
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Big differences
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Premier League Overseas Rights
Overseas: £2,5 billion+ Domestic: £3 billion
= 14 x
..or 12 x
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Markets = Fan base
Premier League- All over - growth in Asia LaLiga
Europe + South America French Ligue 1
Mid-Europe + Africa Italian Serie A
Europe + growth in Asia + US German Bundesliga
Mid-Europe + Africa + America
Case Manchester United, 659 million fans world-wide - > 325 in Asia
Recall Income streams besides broadcasting are important for the club’s revenue. United has commercial partners in 72 countries.
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And for the TV-channels
Subscribers - > exclusive rights important
Lag effects > Tendency to stay within the channel and watch the
next show
Trend: Pay-TV Private versus
public good
Category Example Funding
1 – Non-
commercial
NRK License fees or/and public funding
2 – Semi-
commercial
TV Denmark License fees, public funding or/and advertising
3 – Commercial TV2 (Norway) Advertising
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Return on Investment
(ROI)
10 %
20 %
70 %
Who get’s the bucks?
Distributor
Right holder (s)
Broadcaster
Source: TV2 Norway
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Exclusive - or not?
CASES
UK: Karen Murphy case- Sports bar - > Huge interest and a very important discussionEU regulations
Italy
4 million pirate cards (mid 2000s)
Streaming (digital development)
Growing interest from betting companies and overseas investors / groups
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Ethical dilemmas
Case: FIFA World Cup 2014 in Brazil
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Let’s crystal-gaze
London 2012 63 million live video streams
“London 2012 confirmed that the digital revolution is now fully at the heart of sports events.
Brazil2016 - >
young population (18-30) - > Future grow in streaming?
What about
the digital
platforms?
What are YOUR expectations?
Streams in million
0
20
40
60
80
Beijing 2008
London 2012
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Thank you for your attention
For (more or less) interested
Sports Management World Wide (SMWW)
-E-learning and various courses in sports management
NHH - Norwegian School of Economics
www.nhh.no – business studies in Bergen, Norway
Comments, questions or ideas related to sports economics?
[email protected] or stalk me at About.me/Hogne.Ulla