From Broadcasting to Streaming: The New Era of Sports Marketing

September 11, 2023

The broadcasting rights market for television and streaming has undergone a significant transformation in recent years, as well as sports marketing.

Where in the past, television held an almost total monopoly on broadcasting sports events, today streaming platforms like DAZN, Amazon Prime Video, and Netflix have forcefully entered the competition.

Rights Valuation: More than Just Money

Sports teams and event organizers are constantly looking for opportunities to monetize their assets.

One of the most striking examples is the English Premier League, which sold its TV rights for over 5 billion pounds for the 2019-2022 period.

These hefty contracts reflect not just the intrinsic value of sports content but also the marketing and branding opportunities it represents.

Personalization and Ad Segmentation

Streaming platforms offer customization possibilities that traditional TV broadcasts can’t match.

For instance, during a football match streamed on a platform, ads can be tailored to each individual user’s preferences.

This ensures a higher return on advertising investment (ROI) for companies.

Global Engagement and Local Marketing Opportunities

Real Madrid and FC Barcelona, two of the most-followed football clubs, have fans in every corner of the globe.

Thanks to broadcasting and streaming rights, these teams can reach an international audience.

At the same time, local platforms can purchase rights to air these matches in specific markets, allowing teams to capitalize on sponsorship and partnership opportunities locally.

The Importance of Exclusive Content

Acquiring broadcasting rights isn’t just about the direct live sports event.

Platforms like Amazon understand the importance of offering exclusive content to subscribers.

Consider All Or Nothing, a documentary series that follows football teams throughout various seasons, providing a behind-the-scenes look and creating an additional level of engagement with fans.

The Challenge of Piracy and Protecting Brand and Marketing

As streaming opportunities multiply, so do the challenges associated with piracy.

Teams and leagues must collaborate with platforms to ensure content is protected.

Piracy not only eats into potential revenues but also undermines the value of broadcasting rights and, consequently, the associated marketing strategies.

Towards the Future: Evolution or Revolution?

As we move into an increasingly digital future, sports teams and event organizers need to remain flexible and adapt to new trends.

The partnership between sports teams and streaming platforms might become even tighter, producing unique and personalized content that offers the audience an unparalleled experience.

Team Play between Marketing and Media

Television and streaming rights have radically changed how sports teams and events approach marketing.

With the evolution of technology and platforms, it’s essential that marketing strategies keep pace, seizing every opportunity to engage, excite, and most importantly, value fans and sponsors.

The synergy between marketing and media is, now more than ever, the key to success in the modern sports world.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!