THE FUTURE OF OLYMPIC VIEWING - THE MAGAZINE OF SPORTS MARKET INTELLIGENCE - PLUS EUROSPORT OVERHAULED ITF'S DAVID HAGGERTY VIRTUAL REALITY ...
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RACHEL GARY | NIGEL CURRIE | LA LIGA
THE MAGAZINE OF SPORTS MARKET INTELLIGENCE Q3 2016
THE FUTURE
OF OLYMPIC
VIEWING
PLUS EUROSPORT OVERHAULED • ITF’S DAVID HAGGERTY • VIRTUAL REALITY
www.sportcal.com Q3 2016 Sportcal Insight 3
“Closer working partnerships are
required between the organising
committee and the IFs”
Behind the scenes, the Rio 2016 Olympics So what lessons should be learned from all this?
were the WhatsApp games, the Uber games The international federations: Closer working
and the AirBnB games – not to mention the stray partnerships are required between the organising
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bullet games, the venue-staff-become-construction- committee and the IFs. Although the funding crisis
workers games and the anything-goes-in-the-stadia was widely discussed as the games drew near,
games. Oh, and the Games of Floods. some IFs were more prepared for it than others.
In several of the venues, the funding shortfall That said, Rio 2016 provided a great example
that resulted from the country’s overall political of collaborative working on the ground for event
and economic crisis meant that contractors were delivery. Some IFs sent additional competition
simply not hired to complete the ‘field of play’ in staff of their own to bolster the staff of what was a Callum Murray
competition and training venues, so untrained sport relatively young LOC. On the other hand, IF staff Editor
competition and venue management staff had to did not always fully understand the processes Sportcal Insight
roll up their sleeves and become inexpert builders in involved in delivering a competition as part of a
the days before their events were due to start. multi-sport games.
Similarly, towards the end of the games, the The IOC: More understanding of the host city
day for many of the competition staff began with and nation is required when taking the games to
buckets, mops and squeegees, thanks to flooding new territories. More time and research should
caused by heavy rain falling on inadequately-sealed be invested in seat-filling programmes and
temporary venues. opportunities to sell tickets for less favoured sports
Meanwhile, a ruling by a Brazilian judge (the Paralympics are obviously completely different,
allowing peaceful protests in stadia meant that but their campaign to ask the world to fund tickets
the usual strict ‘clean venue’ policy of the IOC was for Brazilian children was innovative and unique).
compromised, with political propaganda, football Brazilians love and follow religiously a limited
colours and the flags of non-IOC-recognised nations number of sports: football and volleyball, if the
and territories visible at many venues. prime-time output of Olympic broadcaster Globo
Prizes for unacknowledged heroes of the games is anything to go by. Although the Olympics were a
go to WhatsApp, the social networking site, Uber, great opportunity to showcase alternative sports in
the online taxi service and AirBnB, the online home- the country, there are fears that nothing will be done
sharing service, whose apps became the mainstay of now to improve the participation and the following
teams working at the venues. of these sports in Brazil. The only major event Brazil
WhatsApp was used by venue management has signed up for the future is the canoe slalom
teams for fast and effective group communication, world championships in 2018.
with traditional (and official) radio communications Tokyo 2020: Transport is an issue at every multi-
mostly neglected because WhatsApp simply sport games, so Tokyo has an opportunity to be
delivered a more direct and reliable option for the best yet in terms of transport infrastructure. The
the international workforce communicating in LOC will need to focus on spectator movements,
Portuguese and English. and ingress and egress patterns for its venues from
Uber set up mobile support centres on the edge an early stage.
of Olympic venues to ensure people could travel Temporary venues are not always the best option,
around the city, avoiding the road closures, a service as Rio’s unpredictable weather conditions showed.
regarded by many as more reliable and up to 40 per The weather in Tokyo changes in mid-July from the
cent cheaper than local taxis. rainy-season to summer. With the games taking
And AirBnB – admittedly an official place in July and August, it would do well to look
accommodation provider for the games – offered into contingency planning to mitigate the weather
a vital source of alternative accommodation for after what happened in Rio, where rowing was
spectators, workforce, volunteers and delegations affected by the wind, and rugby and many other
after the supply of traditional hotel rooms outdoor sports were played in the rain. Organisers
was exhausted. should think hard about whether to repeat Rio’s
open-air diving pool experiment.
TALK DIRECT callum.murray@sportcal.com
4 www.sportcal.com Q3 2016 Sportcal Insight 5
Contents Contributors
Rachel Gary
heads up communications
and marketing for ONE
World Sports.
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Nigel Currie
has worked across all aspects
of the sponsorship, PR and
sports marketing business.
Visit us at our
SPORTELMonaco booth
# E01-04, E13-15 Mike Laflin is chief
24-27 October 2016 executive of Sportcal
BUILDING THE Callum Murray
Editor, Sportcal Insight,
BIG MOMENTS
specialises in the IOC and
international federations.
News analysis Eurosport Jonathan Rest
06 The industry watches to see if Perform’s 28 We analyse the overhaul at the Deputy editor,
Through innovative ideas, inspired concepts and comprehensive services, DAZN will succeed. broadcaster since the Discovery takeover Sportcal Insight, writes
Infront Sports & Media supports 170 rights holders worldwide to deliver 08 Oliver & Ohlbaum proposes a new and ask Peter Hutton about future strategy. on events, bidding and
unforgettable sports events. Champions League format. US major leagues.
10 Cricket’s Caribbean Premier League LaLiga
With an extensive portfolio and highest standards of Infront provides top-level services to the world’s greatest targets US audiences. 36 What do social media tell us about how Krzysztof Kropielnicki
delivery, Infront Sports & Media is one of the most events including CBA League games, DFB national team 12 Will Russia’s appeal against Paralympic Spain’s elite soccer league and its rivals are Head of research and
respected sports marketing companies in the world. matches and the DFB Cup, FIS World Cups and World exclusion succeed? being consumed? intelligence, oversees global
As a major distributor and producer of sports content, it Championship events, Lega Serie A, EHF EURO events, data analysis and research.
the World Marathon Majors, the IIHF Ice Hockey World
Opinion Interview
enables media partners to share the biggest and best
16 Rachel Gary on the new digital 38 New ITF president David Haggerty talks Martin Ross
moments in sport with audiences across the globe. Championship and many more.
opportunities for sports. doping, match-fixing and the future of the Online news editor, is a
17 Nigel Currie says broadcasters must Davis and Fed Cups. broadcast rights and sports
react to sports scandals. agencies expert.
Our experience. Shared passion. Virtual reality
Your success. Cover story 40 Rightsholders are increasingly eager to Simon Ward
20 With traditional linear TV figures falling, capitalise on the opportunities presented Deputy editor, Sportcal,
Sportcal Insight asks: What’s the future for by sport’s latest game-changer. specialises in sponsorship,
Olympic viewing? Asian TV, agencies market
Index and US sports.
45 Key information on the events, people
www.infrontsports.com
and deals driving the sports business.
Twitter @infrontsports
Subscriptions: Sportcal Insight is a quarterly publication. An annual subscription costs
£195 and can be arranged by calling + 44 (0)20 8944 8786 or emailing sales@sportcal.com
TALK DIRECT mike.laflin@sportcal.com
Insight
6 News Analysis www.sportcal.com Q3 2016 Sportcal Insight 7
“The changes to the Champions “Our long-term aim “The CAS ruling can only be
League from 2018 appear is to take this into overturned on the basis of a
relatively minor.” Nick Beazley, multiple markets.” procedural mistake and not
author of Oliver & Ohlbaum’s John Gleasure, chief on the merits of the case.”
Champions League report commercial officer, Olivier Ducrey, Baker &
DAZN McKenzie, Geneva
09-10-2016 IMAGE CAPTION TO GO IN HERE
Perform’s DAZN (pronounced and Handball Bundesliga, ATP Tour, ice much lower [than other major markets].
marketed as ‘Da Zone’) is designed hockey, darts, UFC and boxing) at the Our market research showed a price
€9.99
to shake up markets bereft of pay-TV cost of surrendering exclusivity over live sensitivity in the market.
competition and replicate the success rights to some of its European soccer “We feel it’s a great proposition in
enjoyed by online players in the leagues or allowing highlights to be terms of the price, the free month when
music and entertainment industries. shown by Germany’s more established you come in and trial it and the fact
Predictably dubbed the ‘Netflix of media outlets. you’re not on a long-term contract.
Sports’, DAZN hit the mainstream press John Gleasure, chief commercial When you look at other sectors, there is
with its German launch and generous- officer of DAZN, tells Sportcal Insight a similarity in that offering which we’ve
PRICE PER MONTH OF DAZN
looking €9.99 ($11.16) per month price that creating content partnerships, not taken note of as well.” Priced as it is,
SUBSCRIPTION IN GERMANY
point and portfolio of over 8,000 live recouping rights fees by sub-licensing DAZN is not necessarily designed to
8,000
events per year. The launch has not been rights elsewhere, is the motivation. lure customers away from Sky,
without its problems, however, with a He notes: “Our belief is that the Germany’s dominant pay-TV player,
server issue causing a blackout during a [mainstream] free-to-air broadcasters but instead encourage fans to take out
busy September weekend of coverage, and digital free-to-air broadcasters can two subscriptions.
prompting social media complaints and really engage and bring in an audience The Japan launch was guaranteed
jibes of ‘It DAZN’t work!’ and drive awareness of our proposition. additional interest after Perform’s
Already armed with live rights to the Exclusivity is of course very important, $2-billion, 10-year rights deal with
NUMBER OF LIVE EVENTS Premier League, LaLiga, Ligue 1 and but we will look at ways to drive the J.League, and DAZN will go live
A YEAR ON DAZN Serie A, Perform completed a sharing interest, engagement and ultimately in other markets in due course. Just
deal with publishing group Axel Springer drive subscribers to us by raising the where Perform goes next has not been
$2BN
to get its hands on clips from the awareness about these competitions.” revealed, although the securing of
Bundesliga this season and catch the Germany - along with neighbouring internet domain names for ‘DAZN’ in
attention of German fans in the process. Austria and Switzerland - and Japan the UK, Scandinavia, Russia, Canada and
OTT’s time two years in the planning and first made
headlines in the middle of 2015 as initial
Having already landed Bundesliga
internet clips rights from 2017-18, DAZN
were selected as Perform’s first markets
after analysis of mobile, 4G and high-
Oceania offers some clues.
Gleasure remarks: “Our long-term
to perform rights deals were struck.
The launch has raised eyebrows,
is offering the service one year earlier
than expected thanks to the deal with
speed broadband internet penetration, aim is to take this into multiple markets.
VALUE OF PERFORM'S coupled with the availability of rights We understand and have done huge
given the hefty spend on rights, product RIGHTS DEAL WITH J.LEAGUE Axel Springer, which shows the clips on and level of pay-TV competition. research across the globe in terms of
The industry waits to judge the development and marketing, and has its Bild website (via a subscription) Perform will also have also been the technological accessibility and the
1.75m
success of Perform’s long-awaited been viewed as a watershed moment as part of its own €5.5-million-per- buoyed by viewing figures enjoyed content availability. That’s ongoing. We
‘DAZN’ service as it goes live in for an industry already reshaped by season contract. by Laola1.tv, the internet portal that want to grow and do even more…this is
major markets. cord-cutting and ‘skinny bundles’. Axel Springer will showcase clips from is a sister company of rival agency the not a short-term venture.”
With streaming having been seen as the European leagues shown live on Sportsman, when streaming exclusive He gives a nod to the support of
By Martin Ross a secondary or complementary offering DAZN, along with the likes of the NBA LaLiga games in Germany and majority shareholder Access Industries,
to ‘traditional’ TV coverage, have the and NFL, in a move to boost awareness Austria since 2009 (the audience for a and the backing of the investment firm
Perform’s ‘over-the-top’ sports viewing habits of an increasingly tech- of the offering. The cross-marketing Barcelona-Real Madrid clash in March owned by billionaire Leonard Blavatnik
LAOLA1.TV'S ONLINE AUDIENCE
subscription service has been a long savvy audience in a converged world FOR BARCELONA V REAL MADRID
approach was replicated in content 2015 was estimated to be 1.75 million). is no surprise given its music industry
time in the making. The operation, which shifted enough to make a paid online agreements with German broadcasters Discussing the price point in Germany, involvement. As owner of Warner Music
launched in German-speaking countries service at a low price point a go-to Sport1 and ProSiebenSat.1, supplying Gleasure expands: “If you look at the and an investor in the Deezer music
and Japan in August, has been over destination for sports fans? DAZN with more live rights (including pay penetration in Germany it has been streaming subscription service, Access
8 News Analysis www.sportcal.com Q3 2016 Sportcal Insight 9
Industries will be acutely aware of the However, in the report Oliver and Consumer willingness to pay for a its own changes to the format that
changes in the consumption of music Reform, not Ohlbaum claims that such proposals reformed Champions League apparently go some way to addressing
amid a young demographic. “would be detrimental to European the problems identified by Oliver &
revolution
€600m
Perform’s DAZN is available on football. They would require a large NEW CHAMPIONS LEAGUE Ohlbaum. These include awarding
connected devices including Smart amount of fixtures and would undermine FORMAT (WITH 24 TEAMS) four places each in the competition to
24 8
TVs, personal computers, tablets, the current calendar balancing league, clubs from the four top leagues and the
smartphones and games consoles and UK-based sports policy and strategy cup, European and international football; introduction of two kick-off slots per
Gleasure underlines that the offering adviser Oliver & Ohlbaum argues for any large gain in rights values would match day from the 2018-19 season.
“is still all about the TV and big screen a Uefa Champions League format require weekend fixtures, which would However, Oliver and Ohlbaum’s
experience.” Providing Ultra HD change that will head off renewed undermine the domestic leagues and TEAMS CLUBS GAMES Nick Beazley, the report’s main author,
coverage is not in the pipeline, although threats of a breakaway their existing (and highly successful) ON PAY TV ONLY was sceptical that these changes go POSSIBLE INCREMENTAL VALUE PER
3
Gleasure insists that it can be delivered if rights models. Importantly, it is not clear (UK) BUT far enough, telling us: “Compared to SEASON OF CHAMPIONS LEAGUE
By Callum Murray
1
24
rights-holders provide the feed. that there is significant fan demand previous reforms, the changes to the
So does the exclusive broadcasting of for a league-type format which would Champions League from 2018 appear
premium live content via OTT in major The Uefa Champions League could undermine the importance of the MATCH DAYS relatively minor, especially in terms
markets like Germany and Japan indeed bring in an additional €500 million ($559 domestic leagues and cups.” PER WEEK of broadcast value. The rumoured
represent a watershed moment? For so million) to €600 million a year in the first Oliver and Ohlbaum’s proposal would FTA GAME introduction of two TV slots per match
3
long, streaming services - on whichever rights cycle following an overhaul that itself be controversial, nevertheless, PER WEEK IN day will increase the value to free to air
device - have been regarded as would involve reducing the number of because it would award 20 places in THE OTHER broadcasters, but in markets where the
additional offerings by TV broadcasters competing clubs to 24 and increasing the the competition to teams from the five COUNTRIES rights have gone exclusively to pay TV, NUMBER OF COMPETING
already showing the main action on their number of kick-off slots to six per week largest leagues – England’s Premier such as the UK and France, the difference CLUBS UNDER O&O’S PROPOSAL
GROUPS OF EIGHT
channels, or a solution for displaced (including two for the second-tier Europa League, Spain’s LaLiga, Germany’s in broadcast value is negligible.
20
fans unable to watch a match or League), according to a controversial Bundesliga, Italy’s Serie A and France’s Uplift on current pricing “The changes to clubs’ qualification
tournament elsewhere. new proposal by Oliver & Ohlbaum Ligue 1 – leaving just four places to be Value placed by current subscribers should not have much material impact,
Gleasure remains focused on making Associates, the UK-based sports policy distributed between all of Europe’s other to the new format (uplift in price per especially for Premier League clubs,
DAZN a success before judging its wider and strategy adviser. leagues. But restricting the competition subscriber per month) who have not had many difficulties in
significance. “The industry is definitely The changes compare with the to clubs “that consumers want to watch qualifying via the play-offs anyway. Uefa
looking at what we’re doing and if we present structure which comprises (and pay for)… would ensure high have promised a substantial increase in
can make this work,” he notes. “We’ve 32 teams and two kick-off slots for competition for rights in Uefa’s major payments to clubs but if this is achieved NUMBER OF PLACES TO BE
+0.8€ +2.8€
been building up to this for a long time the Champions League (one each on European markets as well as the lucrative it will be due to underlying market AWARDED TO TOP FIVE LEAGUES
with the infrastructure we’ve put in place Tuesdays and Wednesdays) and two and growing markets in Asia and the conditions rather than the changes Uefa
and the backend. for the Europa League (two successive Americas,” according to the report. has made.
“We felt now is the right time to do slots on Thursday nights). Under the new The report also claims that six kick-off “Overall we do not think that the
this. Is it a watershed moment? I think proposal there would be two successive slots per match week “would be more UK GERMANY reforms are enough to meet consumers’
time will dictate that. When you look at slots on each match day on Tuesdays, attractive to free-to-air broadcasters in clearly stated preferences for more,
what has happened in the music and Wednesdays and Thursdays. the European markets, giving them the better fixtures, nor will they avert the
entertainment industry, you’ve seen the The proposal, contained in a document ability to show at least two top matches long term threat of a breakaway.”
growth of major new players five or 10 entitled ‘The Uefa Champions League: per week. The increase in kick-off slots +3.8€ +2.0€ An alternative to Uefa’s reform plans
50%
years ago. That’s what we’re hoping to Time for a new formation – the need for would also appeal to pay TV operators, took on a new urgency in September,
create with DAZN.” reform, not revolution’, is conceived as who currently find themselves having when the European Professional Football
a response to a long line of proposed to simulcast matches. There would be Leagues, the body that represents
breakaway leagues. The latest is from additional airtime value for non-European SPAIN ITALY the continent’s top soccer leagues,
Wanda Group, the powerful China-based broadcasters too, however with matches threatened to rip up its memorandum
multinational conglomerate that owns taking place in the morning or during the Source: Oliver & Ohlbaum of understanding with Uefa and stage
the Infront Sports & Media agency, and night in many markets, any incremental domestic matches at the same time as
has been lobbying European leagues and gain would be limited.” more than a continuation of the current Champions League games as a result of POTENTIAL UPLIFT
clubs, particularly in Italy and Spain, in its If both reforms were implemented, format. Further increases in value can be the governing body’s planned changes. IN TV AUDIENCES
move to create a new competition. the report says, “each of the current expected for Uefa and club commercial The dramatic intervention followed a
It has been reported that Wanda’s 100 Champions League fixtures per revenues as the revised structure would meeting of the EPFL board of directors
€3.2B
proposal would create an expanded season, that are currently non-top tier have more global sponsor appeal and in Amsterdam in which it said it wanted
competition with more than 32 teams fixtures, could benefit from a 50% uplift would attract larger audiences. Uefa to reconsider the reforms. Although
but fewer than 64, and would guarantee in audiences. Likewise, we estimate slots “However, it might take two more the changes were supported by the
at least six places for each of the big five for current mid-tier fixtures featuring rights cycles to achieve this uplift, with European Clubs Association, 12 top
leagues (in England, France, Germany, a domestic club would see a 25% a more likely 15-to-20-per-cent short- leagues voiced their opposition: Spain’s
Italy and Spain), dealing a blow to clubs increase in audiences if those fixtures term increase in Champions League LaLiga, Germany’s Bundesliga, England’s
from smaller nations. The proposal were guaranteed to be between top and Europa League annual value to Premier League, France’s LFP, Russia’s POTENTIAL ANNUAL VALUE
is designed to be more attractive to tier clubs.” €3.2 billion. Longer term, leading clubs’ Premier League, Liga Portugal, the Dutch OF CHAMPIONS LEAGUE AND
broadcasters, creating more high-profile The report admits that it would take guaranteed income from the Champions Eredivisie, the Swiss Football League, the EUROPA LEAGUE
clashes that would attract audiences several rights cycles for the full value of League could increase by 40 to 50 per Swedish Professional Football League,
in Europe’s largest markets and drive a the new structure to be realised, saying: cent, but the status and earning power of the Danish Professional Football League,
revenue increase of between 30 and 35 “O&O analysis suggests that in 10 national leagues would be preserved.” the Scottish Professional Football
per cent. years’ time, the competition could be Since the report was published, it has Leagues and Italy’s Lega Serie B.
worth a minimum of 30 to 40 per cent emerged that Uefa is considering making
10 News Analysis
In the absence of trusted domestic He admitted that the suspension of the
leadership, it has been left to foreign national association was also a handbrake
entities to spread the word of cricket and to development, saying: “We’ve got to
one of the latest pioneers is the CPL, sit down with the ICC, and sort out the
which staged a block of six games at the governance in USA.”
Central Broward Regional Park Stadium However, the international governing
in Lauderhill in South Florida, the only body believes that matches such as
ICC-approved ground in USA, at the end those in August will help bring about the
of July. necessary stability.
The CPL regarded the experiment as Speaking after it agreed to sanction
a triumph, attracting 30,000 spectators the games, ICC chief executive David
over four days, to sample what is Richardson said: “We believe they can
marketed as the ‘Biggest Party in Sport’, play a significant role in the long-term
CREDIT: CPL/Sportsfile
with a mixture of big hitting, development of cricket in the USA and
Caribbean-themed music and food our ongoing efforts to unify the USA
HOSTING
and drink and cheerleaders. cricket community… but perhaps more
The league also showed a commitment importantly, the sanction fees will be
to grassroots cricket by organising clinics invested into the ICC’s ongoing work
for children with US coaches, and is to lay a sustainable foundation for the
CPL hopes to lead keen to return to Central Broward next development of cricket in America.
WINNERS
year, while also eyeing up other North ”Once the governance situation is
US gold rush American markets such as Toronto. There fully resolved, O’Donohoe is convinced
has also been talk of franchises based in there is a large potential market for
North America in the longer term. broadcasters and sponsors of cricket
The Caribbean Premier League, On the back of what he said was the in USA, citing the audience of over
the burgeoning Twenty20 cricket CPL’s “best year by a mile,” Damien 110 million for CPL matches on One
competition, is keen to contribute to O’Donohoe, the chief executive of the World Sports, the US cable and satellite
the growth of the sport in USA, the league, told Sportcal Insight that the broadcaster, a figure he said “is great for
market widely regarded as the holy games in Florida were “not just one-offs,” a tournament that is four years old.” Everyone’s a winner when hosting events in Denmark.
grail for the sport. and that the league was best-placed of O’Donohoe is also confident of
Volunteers, spectators, businesses and politicians
any to be a missionary for cricket as “the attracting US sponsors for the CPL,
By Simon Ward US is an extension of the West Indies.” saying: “We’ve proved that we can all come together to empower your world class event.
Asked if the primary target remained put on games and proved we can be Everyone plays on your team to take it to a higher level.
The CPL, which launched in 2013, expatriate fans, he said: “I think you a success. There’s a lot of brands who
has helped to reinvigorate cricket in the always have to focus on that market. we’ve been speaking to who want to When you place your event in Denmark, you’re bringing
West Indies, once a powerhouse in the They’re going to be the majority who connect with Asian and Caribbean
game; but its ambitions do not stop come through the gate, but we were audiences, and want to be involved in it to a vibrant atmosphere served by a wealth of trust-
there and, on the back of fixtures played surprised at the number of Americans cricket as it’s the second-biggest sport in worthy and experienced partners. Together we’ll make
in Florida this year, the league hopes to [who attended the CPL games].” the world [in terms of fans]. The US, being your event a winner.
play a key role in development efforts in The perceived success of the the most mature media market, is an area
the country regarded as having the most Caribbean league’s incursion will have in which we want to attract brands.”
untapped potential. been a factor in the decision of the West The CPL will have taken some
While cricket is at best a minority sport Indies Cricket Board and the Board of encouragement from the Cricket All-Stars
in USA, where even soccer struggles for Control for Cricket in India to organise matches, involving famous retired stars,
attention in a marketplace dominated a two-match Twenty20 international played at baseball stadiums in New York,
by the major leagues of the NFL, MLB, series at the same Florida venue at the Houston and Los Angeles last November,
NBA and NHL, the size of the media and end of August. which were shown live on ESPN3, the
advertising market and large Caribbean The games, the first top-level cricket online streaming service, in USA and
and south Asian expatriate populations matches to be played in USA in four attracted prominent sponsors such as
across the nation mean that it has long years, attracted near-capacity crowds and MasterCard, Pepsi, State Farm and Citi.
been seen as the next major frontier. despite the mixed experience – one game The Indian Premier League, the glitzy
The International Cricket Council ended in an exciting one-run victory for Twenty20 competition from which
is naturally eager to capitalise on the the West Indies and the other had to be the CPL took its cue, can also see
opportunities, but has been frustrated by abandoned because of rain – both teams opportunities in USA, in part through its
infighting in the administration of the US expressed an enthusiasm to return. rights deal with ESPN.
game, which resulted in the suspension of Asked about the prospects for the However, the BCCI has put on hold
the USA Cricket Association in June 2015, sport in USA, O’Donohoe said: “Cricket plans for a ‘mini-IPL’ in USA, citing the
a ban that remains in place. It was the third is going to be a success, I’ve no doubt time difference, which it claims creates
time that the ICC had been compelled
to take such action, the other occasions
having been in 2005 and 2007, meaning
[But] we’ve got to get into the schools.
If you look at football [soccer], it’s 10 to
12 years ahead. The other thing is the
difficulties in scheduling matches so they
can receive the largest possible audience
back home.
WELCOME
SPORTACCORD CONVENTION
that it has been difficult to maintain a infrastructure. There’s only one stadium AARHUS, 2–7 APRIL 2017
cogent strategy on development. [approved by the ICC].”
12 News Analysis www.sportcal.com Q3 2016 Sportcal Insight 13
Legal experts question the basis for the and Paralympics that extended to various
Russian Paralympic Committee’s retrospective summer sports.
appeal, after the team misses Rio 2016. The IPC said that the RPC had failed to fulfil
Russian
its membership responsibilities, including its
By Callum Murray obligation to comply with the IPC Anti-Doping
Code and the World Anti-Doping Code, of which
Legal experts are sceptical over whether the it is a signatory.
Russian Paralympic Committee will succeed In the face of some opposition from
legal
with an appeal to the Swiss Federal Court international sports federations, the IPC took
against a decision by the Court of Arbitration for a harder line than the International Olympic
Sport to uphold the national Paralympic body’s Committee, which did not issue a blanket ban
controversial suspension in a wide-ranging on Russian athletes at the Rio Olympics, instead
doping scandal.
challenge
putting the onus on the federations to decide
The suspension meant that the Russian team who should be able to take part based on further
was banned from competing in last month’s analysis. As a result, over 270 Russian athletes
Paralympic Games in Rio de Janeiro, after the did participate in the games.
Swiss court declined to issue a preliminary Vladimir Putin, the Russian president, claimed
set to fail
injunction that would have overturned the that the Paralympic ban was “outside the bounds
CAS decision. of law, morality and humanity,” calling it “cynical”
The Swiss court said that it would rule later on and one that “humiliates those who take such
the ban, an outcome which had been expected by decisions.”
the RPC itself, whose lawyer had said: “There is a He added: “Unfortunately we witnessed how
violation of human rights, so the RPC will appeal the humanist foundation of sport and Olympism
against the CAS decision in Switzerland’s Supreme was brazenly violated by politics,” claiming
Court. However, the process will take between that “greed and maybe cowardice” had taken
one and two years. Due to this, Russian Paralympic precedence over Olympic principles.
athletes will not compete in the 2016 Games.” A spokeswoman for the foreign ministry said
But in a statement that sounded ominous that Russian Paralympians had been forced to take
for the RPC’s hopes, the Swiss court said in “collective responsibility for an unproven crime.”
its preliminary ruling at the end of August: However, the IPC subsequently decided to
“The Russian Paralympic Committee would extend the blanket ban on Russian athletes
have needed to demonstrate it had fulfilled its to cover the 2018 winter Paralympic Games
obligations in upholding... anti-doping protocols, in PyeongChang as well. The alleged state-
and that its interests in an immediate lifting supported doping programme was specifically
of its suspension outweigh the International said to involve athletes taking part in the 2014
Paralympics Committee’s interests in fighting winter Olympics in Sochi in southern Russia.
doping and in the integrity of athletics. It did not Sportcal Insight spoke to two legal experts
succeed in this in any way.” about the likelihood of the RPC’s appeal to the
Senior Russian politicians and sports officials Swiss Federal Court succeeding.
had accused CAS of ducking its responsibilities
by restricting its judgement to a narrow ruling on
whether the IPC had breached its own rules by
excluding the Russian team from the games.
The RPC had gone to CAS to challenge the
suspension imposed earlier in August by the
IPC, based on allegations of a state-sponsored
doping programme. However, CAS upheld
the IPC’s decision, saying: “The CAS panel in
charge of this matter found that the IPC did
not violate any procedural rule in dealing with
the disciplinary process leading to the RPC’s
suspension and that the decision to ban the RPC
was made in accordance with the IPC Rules and
was proportionate in the circumstances.
“The Panel also noted that the RPC did not file
any evidence contradicting the facts on which the
IPC decision was based.”
The IPC took the decision to ban the RPC on
the basis of the findings of the independent
McLaren report, which was commissioned by
the World Anti-Doping Agency and issued ahead
of the Rio Olympics, highlighting a Russian
doping programme at the 2014 winter Olympics
14 News Analysis www.sportcal.com Q3 2016 Sportcal Insight 15
of fact, proof or law that were properly its decision. That decision is pivotal to
submitted in support of its conclusions the possibility of any claim before the
and establish that these elements were Swiss courts.
likely to influence the outcome of the “Whether the rights of individual
dispute. A violation of the right to be athletes have been violated is I believe,
heard is not established simply because and I am sorry to say it, less a matter of
some obvious oversight of the arbitral law than appears to be argued by some.
tribunal leads to a wrong award. The That is because, in this case, I wonder
ALWAYS AHEAD
right to be heard does not guarantee a what rights individual athletes might
substantively accurate award. claim? I know of no actionable right
“The Federal Tribunal will not check in international law that provides for
whether or not the CAS Panel took appearance of a person at a sport event.
into account and correctly understood What statements there are, are merely
the whole file. A violation of the right declaratory. Any other claim to appear
Olivier Ducrey, to be heard occurs only if the party is depends on eligibility. In this case, it
Reliable, experienced, cost-effective.
Baker & McKenzie, Geneva prevented from participating in the case, means eligibility established by the rules
“There is a limited number of influencing its outcome, and presenting of the IPC. Your one-stop shop for multi-platform broadcast services, production,
circumstances under which a party that its position. Only this justifies the “We must appreciate that the IPC is
has lost a CAS case can try to obtain the annulment of the award without regard a private organisation. Its rules accord satellite and fibre content distribution.
annulment of the award. Basically, only to its chances of success on the merits. membership only to organisations.
the following grounds grant to a party By alleging a violation of the right to be Other than a few individual people who
the possibility to challenge a CAS award heard, the RPC will need to prove that are awarded life membership, individuals
The Eurovision network uniquely combines satellite
before the Federal Tribunal: the oversight on the part of the CAS do not have membership or any of the and fibre in a dedicated, fully-managed
Panel made it impossible to present and rights that accrue from it. Moreover,
1. “if the sole arbitrator was to prove its point of view in respect of a the member organisations with sole environment, recently complimented by
designated or the arbitral tribunal pertinent issue in the case. responsibility for selecting athletes to
was constituted in an irregular way; “While we do not have the full award compete in a Paralympic Games are internet and mobile networks.
2. “if the arbitral tribunal wrongfully at the time of writing, it is most likely National Paralympic Committees, which
accepted or declined jurisdiction that the CAS Panel did not simply omit in this case, of course, is the RPC. The
3. “if the arbitral tribunal ruled to consider the legal arguments put RPC loses membership rights, including
on matters beyond the claims forward by the RPC, but did not consider the selection of athletes to represent
submitted to it, or if it failed to rule it as relevant to the outcome of the it and compete in the games, if it is Come visit our stand at
on one of the claims; dispute. As appeal on the merits is not suspended from membership of the IPC.
4. “if the principle of equal treatment available and the grounds are limited “Of course, like many others, I SPORTELMonaco 2016
of the parties or the right to be and narrowly interpreted, the chances am concerned by the effect that this
heard was violated; of success of the RPC before the Swiss decision will have on individual athletes.
5. “if the award is incompatible with Federal Court seem very limited.” I am not in favour of imposing collective
public policy. punishment for the actions of some. It
goes against basic principles of fairness.
“The Federal Tribunal issues its That, though, cannot exist in isolation
decisions only on the basis of the facts and has to be balanced against the
that were established by the CAS Panel. specific context of the issues in dispute
In other words, the RPC can appeal to which in this case are, given the findings
the Federal Tribunal but it can only try of the McLaren and Pound reports,
to overturn the CAS award on the basis pretty shocking.
of a procedural mistake and not on the “It may be that there is a discussion
merits of the case. as to whether the constitution of the
“We believe that the RPC is IPC ought to be changed to allow for
complaining because it believes the individual recognition or at least to make
CAS Panel did not address some of its provision for special arrangements for
legal arguments. In such a case, the RPC the participation of athletes at IPC-
might want to challenge the CAS award sanctioned events, in case of an NPC
because its right to be heard was not being suspended. That, though, is
respected. Basically, this is a protection Mark Jordan, lecturer in sport and the something for the future rather than
of the parties’ procedural rights which law at the University of Brighton forming a basis for an action in this case.”
give the Federal Tribunal the possibility “We have not yet seen the decision
to annul an award if there exists a of the CAS Appeal Panel [at the time of
violation of due process during the writing] and so we are at something of
arbitral proceedings. a loss to know the precise terms of the
“If a party wants to raise successfully agreed arbitration, the relief claimed
a claim of violation of the right to be by the RPC, the arguments that were
heard, it must demonstrate that the CAS put by the parties to the action and
Panel failed to examine certain elements the reasoning of the panel to underpin marketing@eurovision.net
www.eurovision.net
16 Columnist Opinion www.sportcal.com Q3 2016 Sportcal Insight 17
‘A new king born out of a ‘It’s time for
digital womb has come on broadcasters to make a
the scene’ stand for fair and honest
competitive sport’
With the embers of the Olympic flame barely of cable TV cord-cutting and decreasing traditional Rachel Gary Why is it that whenever there is some sort Over the past few years, the Fifa fiasco has Nigel Currie
extinguished and the thought of Super Mario Bros linear audiences. heads up of scandal in sport, it’s the major sponsors that rarely been out of the headlines and the Russian has worked across
welcoming the 2020 Tokyo Games still on our mind, The good news for rights-holders is that there is communications are expected to react and take decisive action? doping scandal dominated the build-up to the Rio all aspects of the
the discussion of how we consume live sports has a growing number of emerging networks, platforms and marketing for Surely it’s time for the broadcasters to take a stand Olympics. Then the Ryan Lochte incident happened sponsorship, PR and
become ever-present. and digital providers eager to partner and help ONE World Sports. and start flexing their muscles to ensure that they and it became such a huge story that it threatened sports marketing
NBC touted its coverage of the 2016 Rio them grow their fanbase and bottom lines. Not ONE World Sports is and their customers are watching fair and honest to completely overshadow some of the sporting business. He was
Olympics as “the most ambitious media event in to mention there is a burgeoning AVOD/SVOD America’s Network competitive sport? events which were still taking place. Chairman of European
history,” noting that 78 per cent of US TV homes (advertising video-on-demand/subscription video- for Global Sports, One of the most worrying consequences of the In 2007, to their great credit, German state Sponsorship Association
tuned into NBC Olympics’ Rio games coverage, on-demand) digital marketplace that, when coupled serving sports fans greatly increased levels of financial reward available networks ARD and ZDF, in an unprecedented for eight years up until
and claiming a TV-only audience of 198 million with social media outlets, is allowing rights-holders across all platforms from playing sport at the top level has been the move, did pull the plug on Tour de France live 2009 and is regularly
viewers, according to Nielsen national data. to cut out the ‘network middleman’ and directly with marquee, live and huge increase in the levels and in new and different broadcasts. This was a reaction to a positive doping asked to comment on
NBCSN ranked as the top sports cable network interact with their fans like never before. original, content from ways of cheating that have emerged. test involving German rider Patrik Sinkewitz which major sports marketing
in primetime over the 14 days it presented live As a result of the shifting distribution landscape, the US and around The temptations are greater than ever, as athletes came on the back of several other high profile and sponsorship
Rio 2016 coverage, averaging 1.32 million viewers some sports are not only surviving in this ever- the globe. know that breaking a world record or winning failed drugs tests by leading (especially German) issues in the media.
for its primetime coverage. Telemundo and NBC changing media climate but are thriving. Soccer, a gold medal can be a passport to great riches. cyclists. But the viewers had other media options He is now a freelance
Universo’s coverage of the Rio Olympics reached cricket and rugby are growing in momentum with But where is this all going to end, how can the available to them to watch the Tour and this was an PR, Marketing and
16.6 million viewers. Across NBCOlympics.com and the US TV viewing audience, due in part to new cheats be stopped and who has the power to stop isolated and rare protest by a media rights-holder. Sponsorship Consultant
the NBC Sports app, there was a record 3.3 billion partners that are devoted to marketing to and them? In recent times there has been a very much So-called ‘embarrassment clauses’ are now fairly
total streaming minutes for the company. attracting millenials. quicker and more decisive reaction from major standard within major sponsorship agreements.
However, despite these impressive results, all the The 2015 Women’s World Cup final amassed a sponsors affected by any sporting scandals. These have become increasingly significant in
media pundits focused on was that the TV numbers record-setting 25.4 million viewers on Fox. More The corporately- and socially-aware world in helping to protect the images of major brands, as
were down 17 per cent from the 2012 games in than 1.4 million households tuned in to Willow which we now live puts increasing pressure on big more and more athletes and teams are accused
London and, more significantly, that the drop-off TV to watch the ICC World Twenty20 cricket brands and global corporations to make sure their or found guilty of misdemeanours both within and
was 25 per cent in the highly-coveted 18-to-49- competition in March. PRO Rugby, the only house is in order and that sports or ambassadors outside the playing arena. Surely there must come
year-old demographic. US-sanctioned rugby league, just completed its that they partner with are squeaky clean and a time when broadcasters start to insist on the same
While the Olympics is just the latest sports inaugural year with carriage on both ONE World operating completely within the laws and rules of sort of protection?
media event coming under TV ratings scrutiny, the Sports and AOL. their sport. Somehow the integrity and honesty of sport
overlying question of whether sports rights have hit In a story line suited for ‘Game of Thrones’, Sponsors are a very powerful collective group that has to be maintained. It is the duty and the role
their ceiling as sports consumption habits change TV’s rule over smaller properties is waning and a provide an increasing and an increasingly important of governing bodies and rights holders to do this.
continues to loom large. More importantly, what new king born out of a digital womb has come revenue stream, but it is the broadcasters that really If these governing bodies were to face the threat
does this mean for leagues or governing bodies on the scene. hold the power. When it comes to watching sport of legal action or significant financial penalty for
that are not the NFL, EPL or Olympics in stature? The entry of digital providers, like Facebook and the really meaningful numbers come through the not delivering fair and honest competition, it would
The prices of the above properties and other Twitter, with designs to serve fans with live sports media, and in particular on television and online. surely have a major impact. As the number of major
marquee events are continuing to escalate at a will make the next round of negotiations interesting Broadcasters are also being cheated, but unlike the crises impacting on sport continues with no solution
rapid rate which limits the number of players willing for the major sports leagues. While we wait to see millions of individuals who pay money to watch sport in sight, it must now be time for broadcasters to use
or able to compete with such high stakes. Smaller if a new distributor like Amazon or Google emerge live at different venues, they potentially have the their power to take a decisive and collective stand
sports properties that may have been the centre of as the Netflix of Sports, what does this mean for power to do something about cheating in sport. They to sort out the problem.
bidding wars during the proliferation of sports cable emerging sports properties and content providers provide the lion’s share of sports funding, so why are
networks several years ago are now becoming the looking for programming? they not making a stand and working to ensure that
casualties of some of these same providers being what the public watch on their screens is honest and
judicious in spending amidst the increasing pace A win-win proposition. fair competitive sport?
LEADING INDUSTRY VOICES FEAURE DAILY AT wwwsportcal.com/news
20 Media Olympic Viewing www.sportcal.com Q3 2016 Sportcal Insight 21
YMPIC
OL
G
E WIN
VI TH E FU T U R E
By Call
um Mu
rray
“We consciously went into these On the final day of this summer’s Olympic
Olympics with a strategy to put content Games in Rio de Janeiro, NBC, the US
across all platforms. We committed to Olympic broadcaster announced, ahead
stream every event live and put Olympic of the closing ceremony, that the average
content in prime time on our cable audience for its prime-time coverage of the
networks for the first time.” sports competitions on its main television
Mark Lazarus, chairman of the channel, cable channels and online platforms
NBC Sports Group was 27.5 million across the 15 nights.
“Our primary broadcasting objective This figure was down by over 9 per cent on
has always been to ensure that as the figure of 30.3 million for London 2012,
many viewers as possible are able to even though the more favourable time zone
experience the games. Recent games meant there was more live coverage in prime
have demonstrated that through our time this year.
partnerships with the world’s leading What’s happening to Olympic viewing –
broadcast organisations, we can and what do NBC’s figures mean for the rest
successfully use new technology and media of the world?
platforms to reach more people with more NBC itself pointed out that this year’s
coverage than ever before.” Timo Lumme, figure was still the second highest for a
managing director, IOC Television summer Olympics not held in USA, yet the
and Marketing Services audience decline came despite the fact
that USA enjoyed its best-ever Olympics
on foreign soil, topping the medals table,
with 121 medals, including 46 golds, with
highlights including swimmer Michael Phelps
winning five more golds to take his record-
breaking career tally to 23 and gymnast
Simone Biles impressing judges and TV
viewers as she picked up four golds.
The IOC's Timo Lumme22 Media Olympic Viewing www.sportcal.com Q3 2016 Sportcal Insight 23
In an exclusive interview with Sportcal invested $200 million last year. Snapchat broadcaster. What NBC wanted was to The IOC is itself agreeing deals directly
Insight, Timo Lumme, the IOC’s managing also created daily ‘live stories’, using grab the audience and motivate them to with social media, having recently finalised
director of IOC Television & Marketing content from NBC, athletes and sports come onto NBC platforms.” deals with Facebook and Google.
Services, said: “Clearly what people fans at the scene. Olympic broadcasters, Lumme Agreements with Twitter and Snapchat
access and consume in the media is The deal was pioneering because, in said, “have complete freedom to do are also in the pipeline, according to
changing. If you have kids, you can the words of Gary Zenkel, president of social media deals. But where there Lumme, who said: “We have agreements
observe how they tend to have their NBC Olympics, “We have never allowed is a component of Olympic rights with the major platforms to use them as
mobiles tied to them, they consume the distribution of any game highlights off involved, we get to approve them. promotional platforms. For the benefit of
through digital means.” NBC’s own platforms.” However, Zenkel Any sub-licences by gatekeepers to our broadcasters, on Google searches you
Lumme pointed out that the growth of said that Snapchat “really effectively other platforms are subject to approval get a framed content box linking to the
digital viewing has not brought an end to reaches a very important demographic in by the IOC, that’s our general way of digital coverage of the broadcaster in your
the growth of traditional linear television the United States, and is very important to doing business. We want to support territory. If the search is superficial, you
coverage of the Olympics, with 125,000 our efforts to assemble the large, massive our partners, but also be protective may stick on the social media platform. If
hours being shown via this means from audience that will show up to watch the of our brand and rights, which can be it’s deeper, you go the official broadcaster
Rio, compared with just under 100,000 Olympic Games.” somewhat complex. Ultimately, though, or website.”
hours from the London 2012 games. Ben Schwerin, Snapchat’s director of we encourage agreements to amplify
He said: “It’s not necessarily the number partnerships, added: “It’s as much about and broaden the reach of the games.”
of channels, which is peaking at just over what’s going on on the field as what’s
AT
500 channels, but they continue to pump going on in the Olympic village and
P C H
SNA
The Olympic Channel's Mark Parkman out more programming. That’s a good Rio and really feeling like you’re there -
B C - ?
thing. It’s partly a function of two more seeing it through the fans’ eyes and the
What’s happening, Alan Wurtzel, Lazarus told Bloomberg that NBC new sports [golf and rugby sevens were athletes’ eyes. Billions of people watch
THE N T W O R K
D I
the president of research and media plans to expand the options at future added to the Rio programme, bringing
I
the Olympics on TV but a small fraction
development at NBCUniversal, NBC’s
parent company, has acknowledged,
is that the Olympics are being affected
games, saying: “We… understand that
to millennials and younger viewers,
prime time is really ‘my time’. They want
the total number of sports to 28]. The
Olympic programme is very attractive.”
However, digital growth, Lumme said,
actually get to attend them in person.”
Matthew Henick, BuzzFeed’s head of
development, said that young people “are DE AL : D
by major technological and behavioural to watch on their terms, and that’s why is “even more dramatic. At London 2012, not necessarily glued to their televisions
shifts in the viewing of live sport. Wurtzel moving forward we’ll continue to adapt 80,000 hours of coverage were screened. anymore, and Snapchat is something they
said: “The Olympics are not immune to viewer behaviour with our coverage on In Rio, this had more than doubled to check in with multiple times a day.” NBC attracted 35 million viewers and “What we discovered was that
to the tectonic changes in consumer multiple platforms.” 211,000 hours. Lumme said: “More As the games began, it emerged that 2.2 million views for clips of its coverage there was such an appetite for this,
media behaviour.” Lazarus rejected the suggestion that this and more broadcasters are becoming Globo, the prominent Brazilian commercial of the Rio 2016 Olympics offered that it made sense to create several
During Rio 2016, for the first time, new and growing audience represents a digitally capable, putting as many hours broadcaster and Olympic rights-holder, through its partnership with Snapchat, Live Stories during the day. They
NBC risked ‘cannibalising’ its own ‘cannibalisation’ of NBC’s traditional TV as possible on digital platforms. If London had also partnered with Snapchat to offer the media and messaging app. would spend one Live Story on beach
audiences by showing live, prime-time audience, saying: “I don’t like the word was the digital games, Rio was the super- clips from the games, the first time that The clips were viewed via the pop-up volleyball alone.”
coverage of Olympic sports –often the ‘cannibalisation’. But would some watch digital games: games that were even more Globo had offered exclusive coverage on Snapchat Discover channel and through Despite fears of ‘cannibalisation’
so-called minority sports – on its cable NBC if we didn’t put the sports on cable? digital than before.” social media, with Snapchat publishing Snapchat’s daily Live Stories facility, of NBC’s prime-time Olympics
channels. And it was rewarded with small Almost certainly. But they’re going to In Italy, for example, fans were able Globo content on its Live Stories page. which scored a total of 230 million TV coverage, a study that NBC
but nevertheless significant audiences similar content - to the Olympics, not to to watch more than 1,100 hours of Rio Meanwhile, in Australia, Twitter, minutes of consumption, Snapchat said. commissioned from Shareable found
for those events. For example, on the entertainment programming, other sports 2016 coverage across public-service the social networking site, signed a BuzzFeed, the media company in which that 84 per cent of ‘millennials’ who
final Tuesday of the games, 33.4 million programming or news programming.” broadcaster RAI’s three free-to-air partnership with Seven Network, the NBC invested $200 million last year, was watched Olympic highlights on social
viewers watched NBC’s prime-time The trend is not being ignored by channels, as well as 2,400 hours of live Australian commercial broadcaster, given near total production control over media also watched NBC’s prime-time
Olympic coverage, a fall of over 5 million rights-owner the International Olympic event broadcasts via online, mobile and to stream highlights broadcast by the the content by NBC. coverage. Zenkel said: “We have a
on the figure for the equivalent day at the Committee. Yiannis Exarchos, chief video-on-demand. Meanwhile, in France, channel from the games. NBC’s Zenkel said: “We would talk better sense of what’s working here,
London 2012 games. However, a further executive of Olympic Broadcasting fans could follow the games on four Under the agreement, Seven streamed to them every morning - what we were and we’ll take that and add it into the
2.3 million were watching on cable, and Services, the IOC’s host broadcasting unit, free-to-air France Télévisions channels, videos using Twitter Amplify, the social focusing on and the stories that were sponsorship and advertising equation
the equivalent of 404,000 were streaming said: “Today, most [broadcasters] have showing a combined 700 hours of media site’s platform which allows emerging, and there would be some that we offer advertisers across TV,
live video and earlier events. That means their own digital platforms and we see coverage, while 2,400 hours of live event publishers to monetise video content coordination that way. But we did not mobile, web and now social.”
that over 8 per cent of NBC’s prime-time that they’re using these to bring the public coverage was available online and on through advertising, with Twitter and want to impair their ability to exercise The Snapchat footage was only
Olympic audience on a given night had to their traditional channels. Digital feeds mobile, and 1,200 hours on connected Seven sharing advertising revenues. and flex their creative muscles for that available in USA, where NBC paid about
migrated to digital or cable coverage of traditional TV and vice versa.” TV platforms. Lumme said of the NBC-Snapchat day’s edition. $1.23 billion to acquire the rights for
games – a figure the broadcaster knows And there’s another factor: social Rio 2016 “was also the most deal: “It was clearly designed for NBC “They took athletes and presented the Rio Olympics. Snapchat did not pay
that it can no longer afford to ignore. media, which do not even need to acquire connected games,” according to to go where young people are and them in a way that we historically a rights fee, but shared the advertising
Up to that same Tuesday, some 78 broadcast rights to create huge virtual Lumme, who added: “Now we’re attract them through offerings appealing haven’t. It was designed for the revenue it generated with NBC, which
million unique users had streamed online communities which are engaging seeing the development of partnerships to them; putting the Olympics in front Snapchat audience. took the lead in selling advertising.
Olympics coverage on the NBC Sports app with the action, attracting the attention between broadcast rights-holders and of them. Either they could continue
and NBCOlympics.com website, up 24 per of advertisers and of the IOC itself. digital platforms.” to consume the Olympics there [on
cent on the same point at London 2012. Exarchos referred to the “very aggressive In May, NBC agreed a pioneering deal Snapchat] or also consume them on
Elsewhere in the world, the time emergence of some media, especially for Snapchat, the social media image traditional TV, whichever was the most
difference meant that catching up on the on social networks, that are completely messaging app, to show clips from the convenient screen.
action via phones or tablets was arguably changing the environment and represent a Rio Olympics, with Snapchat setting up “We’re talking about promoting
even more attractive than in USA, which risk to traditional media.” a dedicated channel to show short clips to the audience and teasing them
is located in broadly the same time zone So how is the IOC adapting to this and behind-the-scenes content curated by to drive them to NBC platforms, not
as Brazil. changing world? media company BuzzFeed, in which NBC live streaming. Snapchat was not aYou can also read
