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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 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, ADVERT 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.

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Contents Contributors

Rachel Gary heads up communications and marketing for ONE World Sports.

ADVERT 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

Callum Murray Editor, Sportcal Insight, BUILDING THE specialises in the IOC and international federations. BIG MOMENTS 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. enables media partners to share the biggest and best the World Marathon Majors, the IIHF Ice Hockey World Opinion Interview Rachel Gary on the new digital New ITF president David Haggerty talks moments in sport with audiences across the globe. Championship and many more. 16 38 Martin Ross 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 [email protected]

TALK DIRECT [email protected] 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 & Insight 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 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 €9.99PRICE 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 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 8,000NUMBER 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 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 Having already landed Bundesliga were selected as Perform’s first markets Oceania offers some clues. headlines in the middle of 2015 as initial internet clips rights from 2017-18, DAZN after analysis of mobile, 4G and high- Gleasure remarks: “Our long-term to perform rights deals were struck. is offering the service one year earlier speed broadband internet penetration, aim is to take this into multiple markets. The launch has raised eyebrows, $2BNVALUE OF PERFORM'S than expected thanks to the deal with 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 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 1.75m approach was replicated in content 2015 was estimated to be 1.75 million). is no surprise given its music industry FOR BARCELONA V REAL MADRID 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 & Perform’s DAZN is available on revolution 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 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 24 8 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 €600mPOSSIBLE INCREMENTAL VALUE PER 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 rights-holders provide the feed. By Callum Murray 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 3 relatively minor, especially in terms MATCH DAYS markets like Germany and Japan indeed bring in an additional €500 million ($559 domestic leagues and cups.” PER WEEK 1 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 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, NUMBER24 OF COMPETING already showing the main action on their number of kick-off slots to six per week largest leagues – England’s Premier 3 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. 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€ 20 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 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 50% 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 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 €3.2BPOTENTIAL 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 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 and drink and cheerleaders. cricket community… but perhaps more

CREDIT: CPL/Sportsfile CREDIT: 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. HOSTING 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 WINNERS 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 [But] we’ve got to get into the schools. difficulties in scheduling matches so they to take such action, the other occasions If you look at football [soccer], it’s 10 to can receive the largest possible audience WELCOME having been in 2005 and 2007, meaning 12 years ahead. The other thing is the back home. 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 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 Russian 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. putting the onus on the federations to decide legal 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 injunction that would have overturned the that the Paralympic ban was “outside the bounds challenge 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 set to fail 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 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 ALWAYS AHEAD 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 Reliable, experienced, cost-effective. Olivier Ducrey, to be heard occurs only if the party is depends on eligibility. In this case, it 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 Eurovision network uniquely combines satellite the possibility to challenge a CAS award heard, the RPC will need to prove that are awarded life membership, individuals 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 [email protected] 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

OLYMPIC

By Callum Murray VIEWINGTHE FUTURE “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 Lumme 22 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 500 channels, but they continue to pump going on in the Olympic village and The Olympic Channel's Mark Parkman out more programming. That’s a good Rio and really feeling like you’re there - 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 president of research and media plans to expand the options at future added to the Rio programme, bringing the Olympics on TV but a small fraction development at NBCUniversal, NBC’s games, saying: “We… understand that the total number of sports to 28]. The actually get to attend them in person.” THE NBC-SNAPCHAT parent company, has acknowledged, to millennials and younger viewers, Olympic programme is very attractive.” Matthew Henick, BuzzFeed’s head of is that the Olympics are being affected prime time is really ‘my time’. They want However, digital growth, Lumme said, development, said that young people “are 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 DEAL: DID IT WORK? 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 a 24 Media Olympic Viewing www.sportcal.com Q3 2016 Sportcal Insight 25

Olympic Channel screengrabs THE OLYMPIC CHANNEL AT FUTURE OLYMPIC GAMES

On 21 August, after the Rio 2016 “It can add content for broadcasters,” “We have the notion of helping doing a lot of stuff behind the scenes. closing ceremony, the IOC finally Lumme added, “but that will have ‘dimensionalise’ and create new stories, We’ve got an interesting feature on a launched its long-awaited Olympic to happen in collaboration with the telling more of the athletes’ stories, volunteer working in the stadium. We’ve Channel. Ahead of the start of the broadcasters. As the Olympic Channel creating, perhaps, a pool of stories. We’re got a soundbite from an athlete that’s games, Lumme had told the IOC comes to life, we will have that only limited by our own imagination. If we very noteworthy. Because a lot of what Session in Rio that the IOC was in final conversation for PyeongChang and Tokyo asked broadcasters if they want access to we’re doing is geared to digital platforms, negotiations with “key players” in social [the winter and summer games in 2018 more without adding to their costs, they we’re putting quick-fire questions to media, including Facebook, Instagram, and 2020, respectively].” would say yes. The commercial discussion athletes, like: ‘Who was your idol growing Google and Twitter to ensure maximum There has been much discussion about is there to be had, but it’s not cost-led, it’s up?’ Some of this might be attractive to distribution of the channel’s content. how the channel can generate revenues more about adding value.” broadcasters to put on their platforms.” He said: “Distribution is a key feature. to offset its considerable costs. Detailing So what will that extra content, Another recurring feature created by That means getting the channel and the Olympic Channel’s budget from 2015 produced during the games for the the channel has been labelled ‘Z team’. channel content to where people are. to 2021 at the IOC’s Session in Monaco Olympic Channel and perhaps for Parkman said: “What we’ve done is We’ll also look at gaming consoles, smart in late 2014, the IOC said that it was rights-holding broadcasters as well, found some of the worst-performing TV and streaming platforms, like Amazon looking to generate €133 million (now look like? Speaking in Rio ahead of teams around the world, and we’ve taken and Netflix.” $150 million) in incremental sales from this year’s games, Mark Parkman, the an Olympic coach or former athlete or Also important was “localisation” of the IOC’s top-tier ‘TOP’ sponsors and channel’s managing director, told us: someone with lots of credibility who has the channel, Lumme said, adding: “It will broadcast rights. “We’re here creating content with a spent a week with that team to raise it launch primarily in English, but over time Since then, Toyota, the car crew in our Copacabana studio, in the level of performance. We’re very excited we hope to be able to roll it out fully in manufacturer, has followed in the IBC [the International Broadcast Centre], because it’s fun, inspirational, motivational. nine languages. That will enable us to footsteps of Bridgestone, a fellow the athletes’ village and with a roaming Some of the results are not remarkable make agreements in those languages’ Japanese TOP sponsor, by signing up as a crew. We’ll do ‘evergreen’-type stories, but at least those participating are having favourite social media sites. We’ll also founding partner of the Olympic Channel, but which are still topical. For the winter almost a life-changing experience for a have branded blocks on current TV announcing a four-year sponsorship games in Korea, a lot of what we will do week, being pushed and motivated and channels or even launch brand new cable agreement for the channel, which will depend on the localised versions of seeing that with hard work and persistence or satellite channels.” launched initially as a digital-only offering. the Olympic Channel. they can become better.” Asked to describe the channel’s role As a founding partner, Toyota is set to “Part of what we’ll be doing in the Another example of the kind of behind- during future Olympic Games, Lumme receive exclusive advertising opportunities coming weeks and months is continuing the-scenes feature that the channel will was keen to play down any suggestion and to work with the Olympic Channel our discussion with rights-holding specialise in at future games was titled that it would compete with rights-holding team to co-develop content. broadcasters to fashion a localised Rio Five Lives, and involved the cameras broadcasters, telling Sportcal Insight: “The Asked whether extra content developed channel, which will be different in following five Rio 2016 participants fundamental principle is that it is there by the channel could be supplied to USA from the Middle East from North (including an Olympic athlete, a performer to add value, not to compete. Outside Olympic rights-holders on a commercial Africa from Europe. When we talk to in the ceremonies and a volunteer) over games time it will produce Olympic basis, Lumme was cautious, saying: “It’s all broadcasters about the localisation role of the course of a few months “to show content, and we hope to create local an idea at this stage. If we can find a way the channel during the games it’s to help the impact the games have had on their partnerships [with Olympic broadcasters] to create added value for them and for promote broadcasters’ coverage. lives.” The story of the Olympic athlete, to amplify its localised nature. The IOC the Olympic Channel at games time, we “We also want to explore ways, if a badminton player, was particularly and the Olympic movement are re- will do that, but only in collaboration with possible, to have news highlights or powerful, Parkman said: “from favela to investing in their own brand, not leaving rights-holders. Anything is possible but it competition footage on the channel in badminton school to Olympian.” the heavy lifting to the broadcasters. would have to be done in agreement with each territory. Competition footage will “One thing we want to stress,” Parkman “We have sold exclusive rights broadcast rights-holders.” be determined in conversations with concluded, “is that what you see at launch to broadcasters, but there is also a Lumme pointed out that all rights-holders. Some might say they is just the first iteration of an evolutionary legitimate position or role for the broadcasters’ resources are limited during want it to be promotional, promoting product, which will take on a lot of Olympic Channel to play down the line the Olympics, even NBC’s, adding: “There viewers to their platforms. Others could transformations. It’s in English only, but to create content for the channel, but are so many stories and so much content say it’s a way to enhance distribution by in the next six to eight months there will also to be available [to rights-holding available outside or inside the ropes that putting coverage or news highlights on be versions in different languages, more broadcasters] over and above OBS’s are not able to be captured by rights- the platform.” features and more technical capabilities. sports coverage [the live games coverage holders. Rights-holders often have to Asked for examples of the kind of We’re at the start of long-range plan produced for those broadcasters by the focus on their own teams and have limited content that the channel could create of making the Olympic Channel an IOC’s host broadcast operation]. focus on others. during the games, Parkman said: “We’re immersive, shareable platform.” 26 Media Olympic Viewing www.sportcal.com Q3 2016 Sportcal Insight 27

By Jonathan Rest DELTATRE: Deltatre’s Carlo TOKYO 2020 OLYMPIC STREAMING De Marchis WILL BE PERSONALISED

Personalised, data-fuelled live streaming relevant to users so they consume it when You need to create something like an will become the way in which the Tokyo and where they can. ‘athletics experience’, maybe the same 2020 Olympic Games are consumed. “We need to become more meaningful for gymnastics. There are some sports in That’s the prophecy of digital experts in that. It is a lot to do with personalisation.” the Olympics, those with many events Deltratre, the global sports media services With the addition of surfing, baseball, going on at the same time, that can get company that began working with karate, skateboarding and sport climbing, special treatment and it will make a huge Olympics rights-holders at Beijing 2008. there will be 33 sports on the programme difference to the way they are consumed. Deltatre had 10 broadcasters on its for Tokyo 2020, creating TV scheduling “Maybe I just want to follow long jump books for Rio 2016, including the likes of headaches, but more opportunities for for one hour, so I can do that, and then France Télévisions, Norway’s TV2, Spain’s personalised, digital content. get an alert that the 100 metres final is TVE and Brazil’s Globo, for which it carried De Marchis explained: “One of the starting, rather than taking me straight out a range of digital services. big challenges of the Olympics is that to that. It will be about giving a bit of Speaking to Sportcal Insight in the days you have many sports on at the same freedom to the user to say, ‘I want to stay after the Olympics closed, Deltratre’s chief time competing for the same audience. on long jump, I hate 100 metres’, but still product and marketing officer Carlo De Of course you need to be consistent in it is editorial- and data-driven, and it’s Marchis said that these were the games how you present things, switching from similar to what you see on TV in terms of where, finally, all broadcasters put their action at one venue to another. But if high-quality coverage.” AVERAGE DROP9% IN NBC'S PRIMETIME $200mNBC'S INVESTMENT focus on over-the-top (OTT) and live you do that, your coverage becomes OLYMPIC AUDIENCES IN BUZZFEED streaming, and realised the potential. very mainstream, so you risk sacrificing He said: “The Olympics are such a certain sports. complex business. It is more than 12 “For all Olympic sports, except for hours a day for 17 days with up to 30 or football and maybe tennis, this is the more events at the same time. The value biggest event they have. So those who of digital compared with value of TV is want to follow swimming or equestrian completely different, especially for those this is their moment to do so, and they who really want to follow the Olympics deserve the best coverage for that sport. PROPORTION8% OF NBC'S PRIMETIME NUMBER35m OF VIEWERS FOR NBC'S RIO properly. Live streaming and OTT is The result of this is that you need to AUDIENCE THAT MIGRATED TO DIGITAL 2016 CLIPS ON SNAPCHAT becoming the crucial element of the make every sport special, find the Olympic experience.” right balance and be able to show that With Japan’s technological prowess – sport fantastically well. This can only be think virtual reality and 8K TV (offering four done digitally. times as many pixels as 4K, which is only “By 2020 I expect to see deeper now making waves in the sports industry) coverage of every sport with data and – De Marchis expects much to be made multi-camera angles. We are doing it of “the big screen experience” at Tokyo now in football for the Uefa Champions 125,000NUMBER OF HOURS OF LINEAR TV AMOUNT€133m IOC WANTS TO GENERATE 2020, but predicts a more immersive League, and if we are able to bring this to COVERAGE OF RIO 2016 FROM OLYMPIC CHANNEL experience in the digital sector. the Olympics in multiple sports, it would He said the industry has, to date, failed be a huge success.” to “perfect the way we push the right De Marchis argued that the current content to the right people,” adding: “If streaming model, although widely you look at the advertising space, we are perceived as successful, is “totally able easily to target people with exactly unusable.” what they’re interested in. Because of the He explained: “I could have seven reach of the Olympics, we can improve streams available to me, but how do I NUMBER OF HOURS OF DIGITAL NUMBER OF SPORTS ON a lot the way we push content that is know what is going on [on each one]? 211,000 33 COVERAGE OF RIO 2016 TOKYO 2020 PROGRAMME 28 Media Eurosport www.sportcal.com Q3 2016 Sportcal Insight 29

NORDICS Uefa Europa League (2018 – excluding Finland) Danish Superliga (2021 – Denmark only) Premier League (2019 – Denmark only) Tippeligaen (2017 to 2021 – Norway Serie A and LaLiga PAN-EUROPEAN RUSSIA only) (2018 – Denmark only) Olympics NHL (2019) Norway friendly games Formula E (2017) (2024 – excluding Coppa Italia (2018) (2017 – Norway only) Russia) English Football Norwegian handball League (2018) EUROSPORT Uefa national team (Norway only) Australian Open plus US Masters (2018) qualifiers (2017 – support events (2021) PGA Tour excluding Finland) (2021 – Norway only) ASIA-PACIFIC Wimbledon Uefa Champions US Masters (25 countries League and Europa DISCOVERED (2018 – Norway only) plus deal for Turkey, League (2018 – Eurasia) Singapore only) Handball Men’s and Women’s World World Snooker events ASO races, including Four years on from the first whispers of Discovery’s NETHERLANDS Championships MotoGP (2018) (2026) Tour de France, Vuelta (2017 – Sweden only) interest, Martin Ross analyses the overhaul at Serie A and Ligue 1 (2018) (2021) French league cup (2018) FIS World Cups and Eurosport and speaks to chief executive Peter Tour of Switzerland (2018) World Championships FIS World Cups and (2021) World Championships Hutton about the future strategy (2021) MLS (2018 – excluding UK) Rugby league, including Super Ekstraklasa League, Challenge LOCAL RIGHTS PUSH (22 countries) Cup and World Club Challenge (2019) Discovery/Eurosport’s major rights acquisitions Superbike World since deal for 51% Eurosport stake POLAND Championships (2019) Pro D2 rugby (2020) Ekstraklasa (2019) Uefa Europa League UK European Athletics IAAF World (2018) Wimbledon (2020 – events (2019) Championships Formula E (2017) finals and highlights) (2017 - Australia only) US Masters (2018) LTA grass-court Pro D2 rugby (2020) tournaments (2017) GERMANY Six Nations (2017) Bundesliga (2017-18 to Professional Squash IAAF Diamond 2020-21 – live rights package) Association events League (2019) BELGIUM (2020)* MotoGP (2018) FA Cup (2018) Tour of Switzerland (2018) MotoGP (2018) FRANCE Formula E (2017) Badminton World Roland Garros (2020) IAAF Diamond League (2019) Federation events Tour de France (2020) (2017)* PORTUGAL Formula 1 (2018) French Cycling Championships (2020) Coupe de France (2018) BALTICS Coppa Italia (2018) Bundesliga (2021) MotoGP (2017) Pro D2 rugby (2020)

TURKEY Bundesliga (2017)

ROMANIA Premier League (2019)

(expiry date in brackets) * = digital only rights 30 Media Eurosport www.sportcal.com Q3 2016 Sportcal Insight 31

he investment in Eurosport Paris adapting to the ‘Discovery culture,’ Two rights deals in particular grabbed in 2012 by Discovery the stateside involvement has been a the attention of the industry: the T Communications, the US mass happier and more productive one than €1.3-billion agreement for the Olympics media giant known best for its flagship that of (previous shareholder) ESPN rights in Europe (excluding Russia) from Discovery Channel and documentary during the 1990s. Instead of sporadically 2018 to 2024; and a deal in June for January 2014 April 2014 programming, posed plenty of appearing on the radar of armchair a package of live Bundesliga rights in Discovery announces deal for majority stake. Agreement values European Commission questions about the direction the sports sports fans during coverage of the likes Germany from 2017-18 onwards (worth Eurosport Group at €902m (with €85m valuation of Eurosport approves Discovery’s broadcaster would take after over a of Roland Garros or the Tour de France, €85 million per season). However, it France deducted). JB Perrette named president of Discovery acquisition of Eurosport. decade of full ownership by French Eurosport has been buoyed by the is another deal that Hutton highlights Networks International amid European push. commercial broadcaster TF1. Would Discovery-backed rush of rights deals when asked about the landmark rights Discovery embark on a lavish spending both locally and across the continent. additions, namely an agreement to show spree as it launched into the world of Having dealt with Eurosport for years Wimbledon across large parts of Europe, May 2014 live sports programming? And which from the other side of the negotiating having never shown the UK’s grand Discovery vows to strengthen countries would Eurosport prioritise in table, Peter Hutton, the experienced slam event anywhere until 2015 (when Eurosport’s rights portfolio as majority the new era of pursuing prized properties media rights executive, joined as chief coverage was offered in Belgium). stake deal completed. TF1 intends to in local markets? executive in March 2015 to spearhead Wimbledon was duly added by retain 80% interest in Eurosport France Eurosport is a complex animal. the rights investment. The Englishman Eurosport in Russia and the Ukraine, October 2013 at least until end of 2014. Perceived differently by the public in tells Sportcal Insight: “When you step while exclusive rights have been poached Reports emerge different markets, depending on the back and see what has happened in in Albania, Bulgaria, Finland, Hungary, that Discovery level of rights acquired, it was in need the last year and a half, it’s an amazing Iceland, Norway, Romania and Sweden wants to expedite of new investment and impetus to shed change. The old timers who’ve been until 2019, plus non-exclusive rights in Eurosport takeover. an image associated with second-tier at Eurosport for 20-odd years see that the Netherlands and the former Yugoslav sports rights, low-scale production or change and feel that more than the ones territories. Rights in Turkey and the March 2015 being the ‘other’ place to watch major that have arrived more recently. Eurasia region are expected to be added Peter Hutton takes up chief executive role at Eurosport, events. Having relied heavily for years “You look at where the brand was from 2017 to 2019 in a deal with the replacing Jean-Thierry Augustin, who moves to a on its rights-buying privileges within the going and the history of Eurosport. It Saran Media agency. strategy and development position with Discovery. European Broadcasting Union (which was something that we all grew up with Hutton reveals: “The Wimbledon deal turned to Sky Television plc to launch and part of the sports landscape, but is a big one for us. Partly because of the March 2015 Eurosport in 1989 to showcase rights it didn’t fit with the modern age. You way it’s been structured. It was almost Discovery acquires that EBU members could not), Eurosport have more and more channels in more designed that you couldn’t buy those 51% stake in October 2015 has independently landed a string of and more markets, meaning that you rights because it was sold market by Eurosport France. premium and exclusive rights deals since become more and more irrelevant with market with different expiry dates and the TF1 and Discovery confirm Discovery came on board. non-exclusive content, reliant on EBU [All England] Club is quite conservative completion of sale of 49% stake After Discovery’s period of deals and a lack of [on-air] personalities. and doesn’t make change often. It shows and Discovery’s full ownership. acclimatisation getting to grips with Even though it has a great history and that we have the humility to prove to a Eurosport’s vast live programming tradition, it was one that was clearly rights-holder that we can do a good job operation and Eurosport’s old heads in taking the brand downhill.” and then build on it bit by bit, creating July 2015 Discovery to take full ownership of Eurosport as TF1 exercises option to sell 49% stake for €491m and Discovery and Eurosport – the corporate timeline shortly after Discovery’s headline €1.3bn deal for Olympic broadcast rights in Europe. November 2012 December 2012 TF1 and Discovery announce start TF1 approves conclusion of talks over sale of 20-per-cent stake to Discovery of talks over ‘alliance’ to: drive for €170m, terms that value Eurosport at €850m. Discovery has option to Eurosport’s growth; enhance both raise shareholding to 51% in two years’ time, giving TF1 put option over companies’ pay-TV offerings; and remainder (potentially increasing Discovery’s ownership to 100%). November 2015 develop a ‘mutually beneficial Eurosport unveils dramatically content production relationship.’ revamped new logo and brand identity, channels now known as Eurosport 1 and Eurosport 2.

January 2013 TF1 says it intends to keep 49% stake in Eurosport in the long run. 32 Media Eurosport www.sportcal.com Q3 2016 Sportcal Insight 33

local stories so the rights-holder doesn’t have to leave Eurosport losing money and Bundesliga is SMALLER INTERNATIONAL FEDERATONS worry if it will be locally relevant. absolutely no exception to this commitment.” Eurosport’s traditional pan-European model “Wimbledon is a real sign that people are sitting Hutton echoes Zaslav’s thoughts on the pace embraced by numerous federations desperate for up and taking notice of what we’re doing, and of future rights spending, remarking: “I think exposure has not disappeared with the strategy we’re being flexible enough and sensible enough it has slowed down a bit. We needed to shock shift, but it is no longer the focus and some not to say we’re taking all of Europe or nothing.” people [at first] and we needed then to build the smaller sports have lost out as a result. Solutions business sensibly. The focus has got to be on the have been found for the likes of the Professional SLOWING DOWN? quality and how we can get involved with those Squash Association and the Badminton World Speaking at Discovery’s slick and well-drilled top 10 rights in any markets that drive the value Federation in deals for digital coverage only on international press briefing at Roland Garros this of affiliates, advertisers and now direct-to-home Eurosport Player, but others are counting the year, David Zaslav, the company’s president and consumers. Our focus is on building exclusivity & Media] as a lot of them are long-term non- cost of Discovery and Eurosport’s drive for chief executive, said that investment in Eurosport around those big events and creating a distinct exclusive deals. premium rights. has risen from $150 million to “more than $300 identity for ourselves.” He expects fewer small “You don’t change your content association Hutton admits: “It’s a small and relationship- million per year, and climbing.” He has also deals passing across his desk, with more focus that quickly, so chances like the US Open to take based industry and it’s very difficult to disappoint vowed that $5 billion would be spent on sports instead on “the big deals, what they are worth that exclusive in a major market is brilliant for us. people, particularly when they’re old friends and rights over the next decade. Such figures are and is it sensible us going for them?” It allows you to surprise people and then invest in people who have done nothing wrong. We’ve cited by those touting Eurosport as the industry’s “A lot of what we are about is now premium production and on-air talent like John McEnroe. changed what we want to do and federations can latest ‘big spender,’ but scratching beneath the and high end,” notes Hutton, “but there is also It’s a sign that we want to be associated with rightly turn round and say ‘we’ve done everything surface, you see that the pace of the initial rights a legacy there from Eurosport in that it perhaps the best in the business as opposed to being you’ve always asked us to do’ but they don’t spree has slowed. shows stuff that other people wouldn’t show in the lowest common denominator ‘other’ sports necessarily fit where we want to be anymore. Zaslav told analysts and investors in May that certain markets.” channel that people have on their systems.” You don’t want to let people down and those Eurosport has “acquired the sports IP we think we Tennis’ recent US Open was an apt example Zaslav repeatedly insists that the plethora of sort of decisions are tough but we’re going to need” and financial margins will now grow with of the approach now taken by Eurosport. Wall- rights acquired have been done so by paying, become about a smaller number of sports, yet more rights only being added “opportunistically.” to-wall coverage was carried across linear TV and in most cases, only a “low single-digit increase” higher quality.” The top brass at Discovery, a public company, the Eurosport Player over-the-top service, with in rights fees. Discovery’s motivation to pepper So does that make Eurosport Player the remain under close scrutiny when it comes to exclusivity enjoyed in the UK as rights were not Eurosport’s schedules with new additions is destination for smaller sports, with only rights spending in Europe, none more than when sold on to pay-TV’s Sky. This was a similar tactic quite simple: boost distribution and advertising highlights shown on the linear TV channel where Zaslav and Andy Warren, the outgoing chief to that adopted with the Australian Open in the revenues, and swell subscriptions to Eurosport previously they would have been treated to financial officer, were pressed over the spending UK, where Eurosport holds all rights and has Player. A stronger Eurosport portfolio affords extensive live television coverage across Europe? on the Bundesliga rights. traditionally sold on the non-exclusive rights to Discovery more negotiating power and raises Not necessarily. Those posing the questions, still acutely aware the semi-finals and finals to the BBC, but this time the value of Discovery’s channel bouquet when “There’s a role for doing longer-form content of Zaslav’s description of Eurosport as “the home retained all the rights as part of its exclusivity push. striking new distribution contracts across Europe. on OTT and shorter-form on TV, but I’m not a of everything but soccer,” wondered if the rights “Part of the real battle is how do you associate Hutton describes Discovery as “naturally massive fan of showing [only] highlights,” Hutton spend would justify the impact on the business. Eurosport with live exclusive coverage of major wary of getting involved in the sports business” stresses. “We like the deal we did with squash But Warren remained bullish, proclaiming: events,” says Hutton. “That’s difficult and it takes and says that conversations around building and that gives us a good exclusive story in Europe “Eurosport does not and will never have negative time, particularly because of the nature of the a “sensible business plan behind any major and squash is a great product and a forward- Eurosport’s margins. No sports rights deal that we pursue will deals we have with the EBU and Infront [Sports acquisition” have been “pretty healthy so far.” thinking federation, but that doesn’t mean we Peter Hutton He takes a more circumspect approach to the want the Player to be the home of lots of niche sizeable jump in Eurosport’s budget, saying: sports. I’m much more comfortable with events “I don’t necessarily want to go out and buy like Wimbledon or MotoGP, where you’ve got a everything. I want to buy things that fit with volume of live feeds that are available exclusively sensible plans that won’t shoot you from behind on the OTT product as well.” the next day.” Heavy emphasis has been placed on the Attitudes towards Eurosport on the other side development of Eurosport Player (and Discovery’s of the negotiating table have altered, with rights- own OTT service Dplay), with Zaslav setting a holders looking for a rich reward now that the target of 1 million subscribers by 2017 and an purse strings have been loosened. Federations additional $100 million in revenue. and leagues have been left disappointed, Events previously aired by Eurosport could, though, if they were expecting excessive ironically, now end up on a channel that the spending from Eurosport, according to Hutton. Discovery-owned broadcaster is committed He admits that it’s “always difficult dealing with to rolling out across Europe as part of its most John McEnroe at people whose expectations have changed and lucrative rights acquisition to date: the IOC’s the US Open therefore they’ve promised their constituents Olympic Channel. Having launched at the end big [rights fee] increases.” He offers the example of the 2016 Olympics, the Olympic Channel is of the Bundesliga, where Eurosport renewed in showing over 35 live sports events before the Estonia, Latvia and Lithuania (until 2021), but end of the year in partnership with international didn’t retain rights in other European markets sports federations. However, the Olympic Channel after failing to match the jump in fee targeted. remains a solely OTT product for now and not a He stresses: “Even though we’ve got a great linear television proposition as distribution deals relationship with them, it was important for us seem no closer to being announced; and so to say ‘no, this is what we think the commercial those unlucky federations seem set to continue to value is,’ and if that means losing the rights in bemoan the loss of Eurosport’s household reach. Scandinavia then we’re prepared to walk away.” 34 Media Eurosport

EUROPEAN ACCOMPLISHMENTS AND ASIAN AMBITIONS Discovery has made strides in various European OLYMPIC RIGHTS markets since investing in Eurosport, most notably Scandinavia, on the back of the $1.7-billion SALES IN EUROPE acquisition of the Nordic SBS television and radio Having been accused in some previous non-exclusive coverage assets of ProSiebenSat.1 in 2012. A local Eurosport quarters of ‘overspending’ on of the Olympics on Eurosport channel has been introduced in Norway, where Olympics rights in Europe, (through the EBU until 2012). But domestic rights to the top-tier soccer league Discovery now maintains that it he notes: “This time will clearly be have been secured (as is the case with the Danish will be handsomely rewarded different from that in many ways. Our Superliga). Uefa Europa League and national team for its €1.3-billion investment ambition is much more aggressive qualifying matches, plus popular sports locally such through improved distribution than it was in the past.” as handball, have also been tied up amid the push and advertising deals, additional Discovery could opt to showcase to locally strengthen the Eurosport channels. Eurosport Player subscribers and, all of the Olympics rights itself In the UK, rights (albeit non-exclusive) to crucially, a healthy return from in a handful of markets, with Wimbledon were picked up for the first time, sub-licensing deals with other Norway and Sweden two possible while German additions – outside of the headline broadcasters. Discovery’s Zaslav candidates given its ownership Bundesliga rights swoop – have included the FA proclaimed in August that the of free-to-air channels in the two Cup, MotoGP and Diamond League. The Premier Olympics will “not only make money countries. Hutton explains: “We League has been retained in Romania, while a but it will be quite profitable for us.” look at every market separately rare local rights deal was announced in Portugal To date, rights have been sold and it’s not just about the financial as Formula 1 was added to the programming on to 11 broadcasters, but with return for the games. It’s also about schedules until 2017. Key rights were added in Eurosport retaining pay-TV rights doing it justice, giving the IOC an Poland through the addition of two Ekstraklasa to showcase the Olympics in each experience that makes them want matches per week and long-term pan-European market. Deals have been struck in to renew with us and transforming agreements completed since Discovery acquired Austria (ORF), Croatia (HRT), the the image of the Discovery brand. Eurosport include the Australian Open (to 2021), Czech Republic (Ceska Televize), How do you make the whole World Snooker events (to 2026), FIS World Cups Finland (YLE), Hungary (MTVA), Discovery bouquet more relevant and World Championships (to 2021) and the Ireland (RTE), the Netherlands (NOS), with more cutting-edge content? Superbike World Championships (to 2019). Slovakia (RTVS), Slovenia (RTV The Olympics is an opportunity to Despite the flurry of rights deals spanning various Slovenija), Switzerland (SRG SSR) and do that across multiple channels, markets, Hutton has been left disappointed with the UK (BBC). not just the sports channels.” progress in Asia, a region close to his heart after his With all 11 deals done with public Significant rights fees increases time there at IMG, Ten Sports and Fox International broadcasters (and EBU members), have been generated in Discovery’s Channels. Discussing markets earmarked for is that then Eurosport and the IOC’s Olympic deals to date, including future growth, he reveals: “We still need to make preferred route? “We’ve talked a £115 million from the BBC for the some decisions about where we want to go with lot to commercial broadcasters and 2022 and 2024 games, and Hutton our Asian business. Setanta has been a good we’ve certainly not closed the door asserts that, “net we’re ahead.” He acquisition for us and is a nice little niche and we’ve and it could well be that in some of continues: “But we don’t want to be built the Rugby Pass proposition on the back of the markets we’ve not announced overconfident and say ‘this is going that which has a good long-term future. I’d certainly that we do go with commercial to end up massively profitable.’ like to do more with the channels in Asia. We’ve broadcasters,” Hutton responds, The reality is we’ve still got a lot of fought so many battles and maybe we haven’t adding, “but there’s also a tradition markets to go and it’s the clear truth concentrated enough on our Asian business.” to respect, and a way of treating that the markets you do first are Hutton continues: “I’d also look at potentially the Olympics. So far, when we’ve going to be the easiest markets. launching sports channels in other markets as well. looked at each market, we’ve been “It’s an eight-year deal and One of the great things about Discovery is it’s a balancing out all sorts of things, the market will change massively worldwide group and we regularly go to worldwide including tradition, the wishes of between now and the end of meetings, and people from all the markets that the local NOC and the IOC and our rights [deal]. There are lots Eurosport isn’t in are saying ‘what can we do in ad sales.” of elements there where you sport?’ There is plenty of room for growth outside Negotiations have been simply don’t know, such as the of our home territories.” particularly tough in Germany, where development of 4K, how OTT will be There are clearly plenty of more sizable public-service broadcasters ARD across Europe by that point… also transactions to be signed off by Discovery as and ZDF have set their bid to reflect the location of 2024 is going to be a Eurosport further swells its rights portfolio and looks the proposition of simultaneous big factor. to shed lingering stereotypes about secondary coverage on Eurosport (which is “We’ve built everything on the rights or low-scale production. But the spend is not available free-to-air in Germany). basis that the Olympics could be likely to be irrational under Hutton’s watch, and, by Spain and Turkey are also tough anywhere in 2024, but clearly if it’s in his own admission, the bulk of the rights buying has markets in the sub-licensing Paris, Rome or Hungary [as opposed already been done. operation. So has the non-exclusivity to fourth and final bidder Los He likens the transformation to “turning round of coverage deterred some bidders? Angeles] then it’s in the right time a very big old ship.” How far that ship ventures Not so, says Hutton, who points to zone and it helps us.” further outside the European seas remains to be seen.

Sans titre-2 1 16/09/16 16:02 36 Leagues La Liga www.sportcal.com Q3 2016 Sportcal Insight 37

The Premier League is quick to Given the wealth of the @premierleague champion its revenue distribution rules, more of the greats will come here and under which 50 per cent of UK broadcast not just to Barça and Real Madrid. revenue is split equally between the 20 Interesting times.” 10 clubs, 25 per cent (the ‘facility fee’) is Despite that prophecy, the fact remains OF THE LAST 12 BALLON D’OR paid according to the number of times a that 10 of the last 12 Ballon d’Or winners WINNERS COME FROM LALIGA CLUBS LEADERS AND club’s matches are broadcast in the UK have come from LaLiga clubs, so it’s no and the remaining 25 per cent (the ‘merit surprise that the league can boast that it payment’) is made according to where a has the world’s best. Over the same time club finishes in the final league table. period, 69 per cent of the award’s top FOLLOWERS That helps to ensure that the likes of three podium places have been taken by Aston Villa, which finished bottom of the LaLiga players. m 374.28LA LIGA CLUBS’ COMBINED Premier League after a dire campaign, For the 2015 award alone, 11 of the could still earn more than £65 million for 23 shortlisted players came from La SOCIAL MEDIA FOLLOWING 2015-16 - and that figure will continue Liga, compared with five each from the to rise. Bundesliga and Premier League and one By Jonathan Rest That’s a number struggling LaLiga each from Serie A and France’s Ligue teams could only dream of. While parity 1. Among the social media accounts of Which domestic league is the best in world (of sorts) is coming - LaLiga returned the 23 players, those from LaLiga were soccer? LaLiga’s skill and flair, or the pace and to collective selling of media rights this followed by 805.8 million, or 82.1 per 3,846,581 power of the Premier League? The tactical season after two decades of individual cent of the total. SOCIAL MEDIA INTERACTIONS DURING nous of Serie A or the fan-friendly, local talent- deals – the financial muscle of even mid- The top three, Barcelona pair Lionel EL CLASICO FIXTURES IN 2015-16 producing Bundesliga? table Premier League clubs is enough to Messi (first) and Neymar Jnr (third) Few questions posed to fans will provoke a ensure many of the world’s top players, if and Real Madrid’s Cristiano Ronaldo more subjective answer, typically influenced by the not the truly elite ones, are in England. (second), have a combined social media nationality of the responder. Gary Lineker, the former England following of more than half a billion In football, money, of course, talks, and the international, and Barcelona striker, people, or fittingly in this case, twice eye-watering sums spent by global media entities now a respected TV presenter and the combined populations of Argentina,

on the Premier League rights (around £8 billion commentator, has argued that Brazil and Portugal. m CRISTIANO22.3 RONALDO’S - $10.6 billion - for 2016-17 to 2018-19) gives Manchester United’s recent world record Out of 50 players with the most SOCIAL MEDIA FOLLOWING England’s top flight the right to talk loudest. £89-million signing of Paul Pogba from followers on social media of LaLiga, But what of the game’s greatest players? On-field Juventus represents a power shift in Premier League, Ligue 1, Bundesliga and success and off-field popularity (easily measurable European soccer. Serie A (10 per competition), the six with in today’s social media-consuming world) both Writing, fittingly on Twitter, Lineker the highest number of followers belong point overwhelmingly to Spain’s LaLiga. said: “The signing of Pogba by @ to LaLiga (totalling 659.29 million). What’s Although LaLiga trails some way behind other ManUtd is a watershed moment for @ more, two more from the top 10 have major sports properties when it comes to followers premierleague. First time a huge foreign played in LaLiga. on social media (Facebook, Twitter and Instagram) star in his prime has come to England. with 14.255 million in the 2015-16 season, that was a 123-per-cent hike on the previous season, comfortably above the growth levels of the more- Rank Player Team Twitter Instagram Facebook Total followed Premier League (39 per cent) and North 1 Cristiano Real Madrid 43.8m 65.4m 113.2m 222.3m American basketball’s NBA (36 per cent). Ronaldo When participating teams are taken into account, LaLiga excels. Combined, its teams have 2 Neymar Jnr Barcelona 23m 53m 57.4m 133.4m more followers on social media (374.2 8 million) than those in any other sports league in the world, 3 Lionel Messi Barcelona 47.1m 86.1m - 133.2m ahead of the Premier League (312.05 million), the 4 James Real Madrid 10.4m 23m 30.9m 64.3m NBA (219.32 million) and American football’s NFL Rodriguez (143.2 million). Serie A (95.715 million) rounds out the top five. 5 Gareth Bale Real Madrid 8.6m 19m 26.9m 54.5m Of course, it’s Real Madrid and Barcelona 6 Andres Barcelona 12.8m 12.4m 26.3m 51.6m that dominate the statistics in Spain, whether Iniesta measured by trophies, star players or global fans. Last season’s two El Classico games produced a 7 Mesut Ozil Arsenal 11.6m 7.6m 30.6m 49.8m combined 3,846,581 interactions on social media. In truth, it is those two clubs where the 8 David Luiz Chelsea 7.9m 13.8m 26.5m 48.2m concentration of LaLiga wealth, and by default, 9 Wayne Manchester 13.3m 6.8m 25.4m 45.5m Barcelona's Neymar Jnr top talent reside. Rooney United 10 Zlatan Manchester 3.8m 16.8m 25.3m 45.1m For more on LaLiga, see the Ibrahimovic United supplement included with this edition of Sportcal Insight. * La Liga player Former La Liga player 38 Federations ITF www.sportcal.com Q3 2016 Sportcal Insight 39

The softly-spoken American, the former As for Haggerty’s ultimate vision for the The Laver Cup, named after Australian chair, president and chief executive of the national team competitions, the American legend Rod Laver, has been marketed as US Tennis Association, pulls no punches is unequivocal: “The World Cup of tennis. tennis’ version of golf’s Ryder Cup with when it comes to identifying past errors. The first step is to strongly insert it into the teams competing in both singles and “One of the first things I did when men’s and women’s calendars for tennis doubles over three days. I started was establish an integrity and have the backing and support of the Haggerty says: “Any time there is department within the ITF,” he says. “I think ATP and WTA, which I know I will have, something that comes in that is new - integrity is so critical for an international where the players will want to play in it not and we know that the players play a very federation; it’s important that you are just once and win, but will continue to play rigorous schedule to begin with - you trusted by the players and the fans. What year after year.” worry about the health of the players. In you see on the court and what happens in As with issues of integrity, Haggerty is my opinion, Laver Cup is an exhibition, the boardroom and committee rooms has not afraid to admit that mistakes have been and while there are top players who may to be beyond reproach. made in the past with the competitions, choose to participate in it, it’s not a live “Transparency is critical, and I think it noting: “In certain ways our approach match, it’s not a Davis Cup moment, it’s is an area that tennis must improve on. and perceived attitude to the tours and not something where you dig down deep There are steps that are being taken with the players of not being good listeners, for your nation, it isn’t a grand slam final the Tennis Integrity Unit now publishing of being so traditional that we have not where you find that fifth gear. It’s merely figures on a quarterly basis and being considered reform, has hurt us.” something to entertain audiences, and we’ll more open with what we do. It’s what we He continues: “Many of the top players see how compelling it is.” should be doing, it’s what we should have play; I just want to have all the top players As for Haggerty’s plans for his remaining been doing. playing more consistently year after year. three years in office, airport departure “We will now be making public any I think we lost some of the respect and lounges will feature strongly, it seems: “My provisional suspensions from an anti- confidence of some of the stakeholders. relationships with the ATP and WTA, the doping perspective. The reason for So to me it’s gaining that back by being a grand slams, the 211 member nations, are that is to take away any doubt, remove good listener, by demonstrating the desire very important’, he says. “I have travelled speculation. We believe it is the right thing for change. That is what is going to help to about 35 nations, with the goal to get to to do.” elevate it back to not just where it was, but every one within the four years, to tell them Away from match-fixing and doping, beyond where it was.” about our vision and to listen and work Haggerty’s focus has been, as his election If Haggerty’s legacy lives or dies by the with them. For me, the best feeling I have manifesto stated, on revamping the Davis future success of the Davis and Fed Cup, is what we are doing in collaboration. That Cup and Fed Cup. is he concerned about the emergence of way, we’ll be in a very good place to make A preferred amendment is to stage the the Laver Cup, an international men’s tennis a big difference to tennis.” semi-finals and final of Davis Cup and Fed team competition set to debut in Prague in Cup at a neutral venue, in a move likely to September 2017? be implemented from 2018. In late September the ITF brought in CSM Sport & Entertainment, tasking the UK-based sports marketing agency with suspicions they had thrown matches in the attracting expressions of interest from cities past decade. about hosting the new-look finals. Baptism of fire But an even bigger scandal was to hit Other proposals include allowing the new ITF president David Haggerty’s desk previous year’s finalists to have a bye into two months later, when it emerged that the second round, in a bid to ensure that Doping and match-fixing have dominated the tennis headlines. Maria Sharapova, one of the biggest names top players do not skip the first round of in international sport, had tested positive matches, and ensuring that the reigning New International Tennis Federation president David Haggerty for meldonium at the Australian Open. She cup holders play their first match of the talks Jonathan Rest through his first year in office and vision for was later handed a two-year ban by the ITF. new season at home. It wasn’t the start that Haggerty had “We have been talking to the nations, the future. planned, after he was elected in September the players and all the stakeholders, and mplementing change within 2015 on a pledge to strengthen the ITF’s they’re saying ‘OK sounds interesting, take any organisation is a long- financial position – music to any governing it to the next level and let us know what it I term process, one that takes body’s ears – through a review of the Davis looks like,” Haggerty says. “The next step patience, collaboration and reflection. Cup and Fed Cup, the annual national for us will be to go to the market and be It can also require an admission of guilt, teams’ competition for men and women, able to test the hypothesis and ensure that an acceptance that internal processes respectively, that have failed to grip players the value is there. have failed. and spectators alike. “My goal is to be able to come to the For the ITF, that reform has been played “Dealing with allegations of match-fixing, board next May with the recommendations, out in public since January, when a major then leading into a high-profile anti-doping and say ‘we’ve gone to the market, we match-fixing scandal hit the headlines case with Maria, just 90 days into my tenure have this contract that we have signed on the eve of the Australian Open. It was were not really things I was expecting contingent upon the board’s approval’. I alleged that more than a dozen players to be on my agenda as I took office,” want to go to the AGM with something who have been ranked in the top 50 Haggerty says, bluntly. “But that’s where very specific as opposed to speculation. had been repeatedly flagged up over the leadership instinct kicks in.” That is the goal.” 40 Media Inspiring the next generation www.sportcal.com Q3 2016 Sportcal Insight 41

League in the world

@LaLigaEN facebook.com/LaLiga http://Instagram.com/laliga https://www.youtube.com/laliga

Source: IFFHS 2015

master216x271_corregido.indd 1 27/9/16 11:00 42 Media Virtual Reality www.sportcal.com Q3 2016 Sportcal Insight 43

sector should be early, it should be sport. based Spectrum 28. Over $30 million Agencies are also tapping into the That has been slowly changing and… the was generated in the first funding potential of VR, which is seen as a leagues and teams have shown more of round involving US investors such as complementary technology to the a willingness to experiment with VR than RSE Ventures, commercial rights they buy and sell. with other technologies.” At present, the production quality A leading proponent is MP & However, it is in the media of VR events is higher for those in an Silva, which is exploring the options A new reality presentation of sport that most people enclosed space. following its acquisition in May by are going to be exposed to the Danny Sillman, the director of new Chinese technology company Baofeng increasing use of VR. business development at RSE Ventures, and Chinese financial services firm Higgins said: “The ability to spin said: “Right now there are particular Everbright. Baofeng specialises in virtual around and know how it feels to be venues like those for boxing, UFC, reality and digital entertainment. there [in the middle of the action] is an basketball, ice hockey – controlled Damon Garwood, managing director, experience normally limited to a referee venues – that offer the best experience.” digital and technology services at MP or pit crew… It changes you from the However, he added that “the sky’s & Silva, said: “We very much see it [VR] viewer to the participant.” the limit” in terms of the scope of the as complementary to broadcasting. We NBC, the US Olympics broadcaster, technology and that in due course don’t see it as taking over the live space, offered over 100 hours of programming viewers can expect equal standards but going with all the things surrounding during this August’s Olympic Games in for events such as soccer matches and live. Rather than the standard half-time Rio de Janeiro, including 360-degree Formula 1 races. analysis, there can be a virtual reality coverage of events such as the Deltatre, the digital and broadcast element such as a player’s eye view.” opening and closing ceremonies, men’s sports company, held trials of the OZO On the synergies with Baofeng he said: basketball, gymnastics, athletics, beach camera, which is being marketed as “They’ve got hardware and software, volleyball, boxing and fencing. the world’s first 3D 360-degree VR we’ve got relationships. We’re evaluating The only viewers with access camera, in the semi-finals and final of potential production partners in Europe, were those with Samsung Galaxy last season’s Uefa Champions League, and whether we use a third party or smartphones and Gear VR headsets, but and Formula E, the electric motor racing develop our own production team. it still represented the first large-scale series, worked with Virtually Live, the “We’ve been looking at this for test of VR at a global sports event. San Francisco-based VR technology firm, 18 months and bringing Baofeng in In May, NBC had partnered with throughout the 2015-16 season to test enables us to move even faster. We’ve NextVR to offer the first-ever VR live broadcasts. fast-tracked having the right partner, it’s coverage of horse racing at the saved us six to nine months of market Kentucky Derby, with seven dedicated SKY AND EUROSPORT TAKE THE LEAD evaluation. The next stage is identifying cameras, five placed trackside to cover In addition to NBC and Fox Sports, production opportunities and executing the race and two in the paddock area to broadcasters which are taking a lead on them. show the horses on parade beforehand. on VR include European pay-television “There’s a couple of existing partners NextVR has been a pioneer in the giant Sky, which in March launched – federations and clubs – where we’ve production of VR content, working Sky VR Studio, a dedicated in-house identified key events, liaising with a with organisations such as the NBA’s production unit offering new insights production facility and liaising with Golden State Warriors and Relevent of sports, movies, news and Baofeng, to start creating content.” n the future, 2016 is world in which their players, notably Sports, the organiser of soccer’s pre- entertainment programming. Garwood claimed that it’s difficult to In an era of wall-to-wall television likely to be seen as the quarterbacks, can practice for season International Champions The first content comprised two films put a value on VR rights at present as the and digital coverage, virtual reality is I year in which VR made circumstances that arise in games Cup, to offer live games featuring the produced in partnership with Formula market is so young and there are legal its breakthrough in the sport using Oculus Rift headsets. technology, and with the United States One Management and the Williams issues to be resolved over where they emerging as a game-changer in the environment, with computer- Elsewhere, up to half of the 30 Tennis Association on multiple-camera team shot during pre-season testing fit in, between broadcast and digital, way sport is presented, with rights- simulated realities being used MLB teams are using VR technology highlights of the latter stages of tennis’ in Barcelona, giving fans views from in although MP & Silva is determined to to enhance the performance of provided by Kansas City-based US Open. cars, the pit lane and team garages, and take advantage of the opportunity. holders increasingly eager to capitalise teams on the field and the viewing EON Sports to enable their players It has also signed a five-year deal with available on the Facebook 360 Video It is thought that improvements in on the opportunities the technology experience of enthusiasts off it. to prepare to face different types Fox Sports, the USA-based broadcaster, and Oculus platforms. headsets will have a proportionate Teams and athletes can now of pitchers while UK Sport has to show a variety of events in VR, with Sky has since rolled out other content impact on demand for VR in sport and presents. Simon Ward reports. simulate game- and competition- employed BAE Systems, the British early examples including Nascar’s including British heavyweight boxer the value of the rights. time situations in their training while, defence, security and aerospace Daytona 500, the Big East Men’s Anthony Joshua’s bid for the world Higgins said: “You have to give a in many cases for the first time, company, to provide 3D simulations Basketball Tournament and a German title and the Team Sky cycling team chance for the technology to take hold. sports fans can feel what it is like to of courses its elite athletes will face Bundesliga soccer match. preparing for the Tour de France. A Sky If the barriers are too high to license be on the sidelines, or even at the in sports such as sailing, canoe NextVR has pledged to target more VR app was set for launch in September. the content, it won’t get off the ground. heart of a major event. slalom and triathlon. sports content having raised $80 million Eurosport, the Discovery We’re one holiday season away from The more progressive sports Matt Higgins, the co-founder and in its latest funding round, with new Communications-owned broadcaster, mass adoption. outfits have already started to chief executive of RSE Ventures, investors including China’s CITIC Guoan has already launched an app offering “It’s interesting and a really good employ VR in their planning. For an investor in NextVR, another Information Industry, which put up $20 content such as behind-the-scenes development that the content is already instance, several NFL teams, California-based specialist, told million, plus other Asian firms in China footage from the French Open and available. When the headsets are in including the Arizona Cardinals, Sportcal Insight: “One of the things Media Capital Holdings, Netease, US Open tennis tournaments and a the hands of the people, we’ll see an have partnered with STRIVR Labs, I’ve found most frustrating is sports SoftBank, VMS Investments Group, 360-degree film shot from the bike of explosion in rights deals.” the California-based VR solutions and leagues are late to technology. Founder H Fund and China Assets South African cyclist Jaco Venter during company, to create a 360-degree With the mass participation, if any (Holdings) Limited and San Francisco- a stage of the Vuelta a Espana. www.sportcal.com Index Q3 2016 Sportcal Insight 45

Key information on the events, the people and the deals driving sports business, all in one easy reference section. For up-to-the minute information, visit www. sportcal.com and subscribe to one of our packages. FEDERATION FENCING INTERNATIONALE GRAND CALENDAR 45 SPONSORSHIP 46 MEDIA DEALS 47 EVENTS 49 MARKET MOVES 51 CONFERENCES 53 D’ESCRIME PRIX Index ADVERT Sports calendar DATE SPORT EVENT LOCATION TV DISTRIBUTOR ORGANISER 7-9 Table Women's Table Tennis Philadelphia, USA Lagardère Sports and International Table tennis World Cup 2016 Entertainment Tennis Association 14-22 Curling World Mixed Curling Kazan, Russia World Curling Federation Russian Curling

OCTOBER Championships 2016 Association 21-23 Rowing FISA Coastal Rowing Monaco World Rowing Monaco Rowing Championships 2016 Federation 22-30 Korfball IKF European Korfball Dordrecht, International Korfball Netherlands Korfball Championships Netherlands Federation Federation 1-5 Beach Samsung Beach Soccer Dubai, United Arab Beach Soccer Worldwide Dubai Sports Council soccer Intercontinental Cup 2016 Emirates 7-12 Snooker Champion of Champions Coventry, UK Matchroom Sport Matchroom Sport 2016 NOVEMBER 13-17 University World University Mérida, Mexico International University International University Sports Weightlifting Championships Sports Federation Sports Federation 13-20 Tennis Barclays ATP World Tour London, UK ATP Media ATP London Finals FOIL TURIN 2- 4.12.16 18-20 Triathlon ITU Cross Triathlon World Lake Crackenback, International Triathlon Union Triathlon Australia LONG BEACH, Championships 2016 Australia Team Unlimited CALIFORNIA 18-19.3.16 25-27 Ju-jitsu JJIF World Championships Wroclaw, Poland Ju-Jitsu International Ju-Jitsu International SHANGHAI 19-21.5.17 ONE SERIES. 2016 Federation Federation

EPEE 2-4 Cycling - UCI Indoor Cycling World Stuttgart, Germany International Cycling Union German Cycling DOHA 9-11.12.16 indoor Championships 2016 Federation BUDAPEST 24 -26.3.17 BOGOTA 26-28.5.17 NINE CITIES. Floorball Floorball Men's World Riga, Latvia International Floorball Latvian Floorball Union 3-11 Championships Federation SABRE DECEMBER CANCUN 16 -18.12.16 ELITE FENCING 8-18 Field FIH Junior World Cup (Men) Lucknow, India Star India Hockey India SEOUL 31.3.17 - 1.4.17 Hockey 2016 MOSCOW 2.6.17 - 4.6.17 BROADCAST TO THE WORLD 12-18 Water FINA Junior Women's Water Auckland, New International Swimming New Zealand Water GET INVOLVED OFFICIAL SPONSORS polo Polo Championships 2016 Zealand Federation Polo Association FACEBOOK.COM/FIE.ORG @FIE_FENCING @FENCING_FIE PLUS.GOOGLE.COM/+FIEVIDEO YOUTUBE.COM/USER/FIEVIDEO STAY UPDATED. DAILY CALENDAR UPDATES www.sportcal.com/calendar.

FGP2016_SportCal.indd 1 9/26/2016 5:13:27 PM 46 Index Sponsorship www.sportcal.com Index Q3 2016 Sportcal Insight 47 Sponsorship deals Media deals SFr 35.4M Sponsors €75.8M Record annual sum $2BN €876M $250M $31M $150M and sports Mediapro’s fee over Cost of Perform’s 10-year Amount per annum Sky Reported value of Hard Estimated annual value Value of Heineken’s scandals p17 paid by UPC Cablecom 3 years for 5 rights deal to show all J.League Deutschland will pay Rock’s 18-year naming of Total’s eight-year deal F1 sponsorship and SRG SSR in 5-year packages to Spanish first games live on OTT for 6 of 7 live pay- rights deal for the Miami with CAF deals for Swiss ice and second divisions and service DAZN TV Bundesliga rights Dolphins stadium hockey rights Copa del Rey packages

SPORT EVENT/TEAM/ SPONSOR CATEGORY TERRITORY PERIOD SPORT EVENT BROADCASTER/AGENCY TERRITORY PERIOD ORGANISATION AMERICAN NFL Econet Media Sub-Saharan Africa 2016-17 to 2020-21 AMERICAN Miami Dolphins Hard Rock Bars & Restaurants USA 2016-2034 FOOTBALL FOOTBALL Stadium International BASEBALL MLB regular season Twitter Worldwide 2016 BASEBALL Chicago White Sox Guaranteed Financial Services: USA 2016-2029 (out-of-market games) (with restrictions) Stadium Rate Mortgages BASKETBALL FIBA events QQ/Tencent China 2016 to 2025 BASKETBALL EuroCup 7Days Food: Snacks Europe 2016-17 to 2018-19 CRICKET England home international series Fox Sports Australia Australia 2016 to 2019 CRICKET England and Wales NatWest Financial Services: Banking UK 2017-2020 Cricket Board ICE HOCKEY NHL Teleclub Switzerland 2016 onwards CYCLING UCI Santini Apparel: Athletic Global 2017-2020 ICE HOCKEY National Leagues A and B UPC Cablecom and SRG SSR Switzerland 2017-18 to 2021-22 GOLF Open Championship Mercedes Automotive: Cars & Trucks UK 2016 onwards MIXED UFC BT Sport UK and Ireland 2016 to 2018 MARTIAL ARTS ICE HOCKEY World Cup of Hockey SAP Internet & IT Services Global 2017 OLYMPICS Olympic Games IMC (SportsMax) Caribbean 2018 to 2020 MOTOR FIA Formula 1 World Heineken Beverages: Beer Worldwide 2016-2020 RACING Championship OLYMPICS Olympic Games MTVA (sub-license) Hungary 2018 to 2024 OLYMPICS German Olympic Adidas Apparel: Athletic Germany 2017-2024 OLYMPICS Olympic Games ORF (sub-license) Austria 2018 to 2020 Sports Confederation POKER World Poker Tour Fox Sports USA 2016-17 to 2020-21 PARALYMPICS Paralympic Games Panasonic Consumer Electronics Japan 2020 RUGBY UNION English Premiership ESPN Latin America Latin America 2016-17 to 2020-21 RUGBY UNION Premiership Rugby Land Rover Automotive: Cars & Trucks England 2016-17 to 2019-20 SNOOKER World Snooker events Eurosport Europe 2016-17 to 2025-26 RUGBY UNION PRO12 Guinness Beverages: Beer Ireland, Italy, 2016-17 to 2019-20 Scotland & SOCCER Bundesliga Sky Deutschland Germany 2017-18 to 2020-21 Wales SOCCER Bundesliga MP & Silva* 34 European and 2017-18 to 2020-21 SOCCER Fifa World Cup Alfa-Bank Financial Services: Banking Russia 2018 Central Asian territories SOCCER Chinese Super League Sky UK 2016 to 2018 SOCCER Confederation of Total Energy: Oil & Petrol Africa 2017-2024 African Football SOCCER Euro 2020 and qualifiers for ORF Austria 2018 to 2022 Euro 2020, 2022 World Cup SOCCER Football Federation Hyundai Automotive: Cars & Trucks Australia 2016-17 to 2019-20 Australia SOCCER Japanese J-League (J1, J2 and J3) Perform Japan 2017 to 2026 SOCCER LaLiga Santander Financial Services: Banking Spain 2016-17 to 2018-19 SOCCER LaLiga and Copa del Rey Mediapro Spain 2016-17 to 2018-19 SOCCER Premier League EA Sports Video Games UK 2016-17 to 2018-19 SOCCER Premier League Eleven Sports Network Taiwan 2016-17 to 2018-19 SOCCER FC Barcelona Qatar Airways Travel: Airlines Spain 2016-17 TENNIS Roland Garros France Télévisions and France 2019 to 2020 Eurosport SOCCER West Ham United FC Betway Lottery & Gaming UK 2016-17 to 2019-20 TENNIS Wimbledon Eurosport 16 European territories 2017 to 2019 TENNIS Tennis Australia Coopers Beverages: Beer Australia 2017-2021 TENNIS WTA Tour BeIN Sports MENA, Spain, 2017 to 2021 Australia, USA US COLLEGE Atlantic Coast Conference ESPN USA 2017 to 2036 ONLINE: Up-to-the-minute information on 75,000 sponsorship deals SPORT and 15,000 brands at your fingertips at www.sportcal.com/sponsorship *Distribution/agency deal STAY UPDATED. DAILY UPDATES ON MEDIA DEALS www.sportcal.com/media. www.sportcal.com Index Q3 2016 Sportcal Insight 49 Events 1924 4 $102.3m 108,264 The inaugural Summer Number of previously The economic impact Total attendance at the Universiade was held in unsuccessful bids for Nordic of the 2015 summer X 2016 ISU World Figure Warsaw, the 2019 event World Ski Championships Games in Austin, Texas Skating Championship will be the 30th edition. by 2021 host, Oberstdorf, Germany. BIDDING SPORT EVENT DATE BIDDERS BID STATUS AWARD DATE

NOVEMBER ADVERT ATHLETICS European Athletics 2020 Paris, France; Tblisi, Georgia Confirmed bids 4-5 Championships November FUTSAL FIFA Futsal 2020 Costa Rica; Croatia; Iran; Japan; Confirmed bids 15-16 World Cup Kazakhstan; Lithuania; New Zealand; December United Arab Emirates

RUGBY LEAGUE Rugby League 2021 USA; England Confirmed bids November World Cup

AWARDED SPORT EVENT EVENT DATE WINNING BID BID AWARD DATE ACTION SPORTS Summer X Games 2017 and 2018 Minneapolis, Minnesota 21 July AQUATICS European Aquatics Championships 2020 Budapest, Hungary 9 July BOBSLEIGH/ IBSF Bob + Skeleton World 2020 Altenberg, Germany 12 June SKELETON Championships CANADIAN CFL Grey Cup 2017 Ottawa, Canada 1 Aug FOOTBALL EQUESTRIAN FEI World Endurance 2016 Samorin, Slovakia 15 June Championships FIELD HOCKEY EuroHockey Championships 2019 Antwerp, Belgium 15 June GAMES Pacific Games 2023 Honiara, Solomon Islands 11 May ICE SKATING World Figure Skating 2019 Saitama, Japan 13 June Championship JUDO Judo World Championship 2018 Baku, Azerbaijan 9 Aug 2019 Tokyo, Japan LUGE Luge World Championship 2020 Sochi, Russia 20 June ROLLER SPORTS FIRS World Roller Games 2019 Barcelona, Spain 3 June SAILING Women’s Match Racing World 2017 Helsinki, Finland 23 May Championship SKIING-NORDIC Nordic World Ski Championships 2021 Oberstdorf, Germany 10 June TRIATHLON ITU Grand Final 2019 Lausanne, Switzerland 14 June UNIVERSITY Summer Universiade 2019 Naples, Italy 30 May SPORTS VOLLEYBALL FIVB Beach Volleyball World 2017 Vienna, Austria 7 Aug Championship www.sportcal.com Index Q3 2016 Sportcal Insight 51

DECEMBER 7-8, 2016 PALEXPO, GENEVA Market moves Olivier Gers was named as the new chief The appointment came as part of new IAAF New ITF executive of the IAAF after a six-month search president Sebastian Coe’s proposed reforms for president involving over 200 candidates. the governing body. David Haggerty THE WORLD’S LARGEST The 46-year-old Frenchman joined athletics’ Gers said that the IAAF is at “a challenging p38 world governing body from the position of and exciting junction” and is “a multi-million SPORTS CONVENTION IN 2016 global president of the LiquidThread brand dollar business that needs to stay relevant, agency, a division of Publicis Media Group. build its fan base and re-establish trust.” 18 SPORTS CONFERENCES AGENCIES occupied the role of vice-chairman OLYMPICS 1 COMBINED EXHIBITION Steven Burton joined sports data since 2012. Scotland’s John Jeffrey was Russian pole vaulting star Yelena company Genius Sports from Couchmans elected vice-chairman. Isinbayeva was elected to the MANY NETWORKING OPPORTUNITIES LLP as new director of integrity, Rob Abernethy will assume the role International Olympic Committee’s governance and sports partnerships. of general manager for the 2019 Rugby athletes’ commission despite being ALL AT ONE VENUE Octagon promoted Ben Hartman to World Cup in Japan. He joined the Japan among those Russian athletes banned head up its operation in Asia Pacific as Rugby 2019 organising committee having from the Olympic Games in Rio de ALL AT THE SAME TIME part of a restructuring of the regional previously worked on the Sydney 2000 Janeiro. Meanwhile , former US ice hockey management team, after he spent 10 Olympic Games, 2002 Commonwealth player Angela Ruggiero was elected chair years as general manager for the south- Games, 2003 Rugby World Cup and of the athletes commission. east Asian region. London 2012 Olympic Games Spain’s Juan Antonio Samaranch Jr, Andrea Radrizzani the former chief son of the former IOC president of the SPORTS executive and co-founder of MP & Silva, FEDERATIONS AND LEAGUES same name, and Turkey’s Ugur Erdener SPONSORSHIP was named as the president of the Greg Clarke was appointed the new were elected vice-presidents on the EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING Baofeng Sports International, the new chairman of England’s Football Association IOC’s executive board. Meanwhile, sports operation set up by Baofeng, and was officially ratified by the FA Council eight new IOC members were elected: the Chinese technology company that on 24 August. Clarke stood down as Nita Ambania of India, Sari Essayah of recently took over the sports marketing chairman of the English Football League Finland, Ivo Ferriani of Italy, Alberto agency in partnership with Chinese having been chairman since March 2010. Moreno of Colombia, Auvita Rapilla of financial services company Everbright. Clarke replaced Greg Dyke, who Papua New Guinea, Anat Singh of South announced earlier this year that he would Africa, Tricia Smith of Canada and Karl EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING EVENTS be stepping down at the end of the Stoss of Austria Jon Wyatt, former managing director season. Ian Lenagan replaced Clarke as Los Angeles’ bid to host the 2024 at UK sports marketing agency Fast Track, chairman of the English Football League. Olympic Games appointed Bob Iger, was named as commercial director of Michael Wiederer will stand chair and chief executive of Walt Disney, the newly launched Event Rider Masters unopposed at the European Handball as vice chair. BASKETBALL equestrian eventing series. Federation presidential elections at the The England and Wales Cricket Board end of this year, after Jean Brihault, who TELEVISION EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING appointed former South African cricketer had been in the role since 1991, failed Alastair Waddington, the former Steve Elworthy as managing director of in his attempt to extend the federation’s chief operating officer of IMG Media and the 2019 ICC Cricket World Cup, which presidential age limits. co-founder of sports news agency SNTV, will be held in England and Wales. Jan Dijkerma was elected as the was appointed as the first ever director of SPORTS Elworthy has been at the ECB since International Skating Union’s first new sports at ITV Productions, a division of the INTEGRITY 2010 and served as the director of president in 22 years. The Dutchman UK-based television broadcaster. EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING marketing and communications, as well defeated Hungary’s György Sallak in Martin Stewart left his role as chief as tournament director for the 2013 a second-round ballot by 63 votes to financial officer at England’s Football Champions Trophy and 2009 World 52 to replace the long-serving Ottavio Association and joined Dubai-based Twenty20, which were staged in England Cinquanta at the ISU Congress in Croatia satellite pay-TV broadcaster OSN, where SPORTS SPORTS and Wales. in June. he will serve as chief executive, having LICENSING AND John Craig was selected as the new Peter Baines is the new president previously held a non-executive role on TOURISM MERCHANDISING race director of the Extreme Sailing of England’s Rugby Football Union, the broadcaster’s board. EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING EXHIBITION/ CONFERENCE/ NETWORKING Series, having served as the principal race succeeding Jason Leonard, England’s Former chief executive of golf’s Asian officer for the 2013 America’s Cup and most internationally capped rugby Tour Mike Kerr joined international pay- the America’s Cup World Series. Craig player, in the role. Meanwhile, former television broadcaster BeIN Media Group succeeds Phil Lawrence who is leaving ESS rugby international Jonathan Webb as managing director of Asia. at the end of 2016 to take up a new role was selected to represent the RFU at EVENT PARTNERS as race director of the Volvo Ocean Race. international governing body World Ireland’s Pat Whelan was elected Rugby, replacing Bill Beaumont who chairman of the Six Nations Council, assumed the chairmanship of World replacing Bill Beaumont, having Rugby in July. WWW.ISCGENEVA.COM STAY UPDATED. DAILY NEWS UPDATES www.sportcal.com/news. www.sportcal.com Index Q3 2016 Sportcal Insight 53 Conferences

Sportcal Insight will be distributed 27 18 3rD at Sportel Number of years Sportel Number of conferences Edition of Smart Cities has been staged at this year’s ISC and Sport Summit

DATE CONFERENCE WEBSITE CITY COUNTRY 10-12 Smart Cities and Sport Summit www.smartcitiesandsport.org Lausanne Switzerland ADVERT 13-15 European Athletics Convention www.european-athletics.org Funchal Portugal 24-27 Sportel Monaco www.sportelmonaco.com Monaco Monaco OCTOBER HIGHLIGHTS Meet the Elite SPORTEL is the chosen must attend event that unites leaders of the international sports marketing and media industry. Over 27 years, international key decision makers, representing sports networks, international sports federations, sports marketing agencies, production and content right owners, as well as technology providers, join every year to determine how major sports events are to be marketed and seen in the 21st century media. During the convention SPORTEL hosts its annual award ceremony SPORTELAwards presided by numerous international sporting personalities, awarding the best illustrated sports books, sports sequences and adverts of the year. SPORTEL is organised by Monaco Mediax under the Honorary Presidency of H.S.H. Prince Albert II of Monaco and the patronage of the International Olympic Committee.

3-4 Rugby Expo www.rugbyexpo.com Coventry United Kingdom 17-18 Sporto Conference www.sporto.si Portoroz Slovenia 21-22 Host City 2016 www.hostcity.com Glasgow United Kingdom

NOVEMBER 23 Sports Law and Business www.management-forum.co.uk London United Kingdom 5-6 Soccerex Asian Forum www.soccerex.com Doha Qatar 7-8 International Sports Convention www.iscgeneva.com Geneva Switzerland HIGHLIGHTS

DECEMBER The International Sports Convention (ISC) will again take place in Geneva, Switzerland. The event takes place every 2 years. ISC involves 18 sports conferences over 2 days, 150 speakers and approximately 2000 delegates with a 6000sqm exhibition hall and networking areas. Conference subjects include sports sponsorship, sports digital, sports broadcast, sports tourism, international basketball, International ice-hockey, International Football Development, Sports Integrity and much more. The latest pre-event programme with all latest speakers and information is on www.iscgeneva.com

21-23 Global Sports Business Show www.globalsportsbusinessshow.com Mumbai India

ONLINE: Free-to-access database of all major congresses, conferences, exhibitions and forums at www.sportcal.com/conferences

SM16_SPORTCAL_210x265.indd 1 19/05/2016 11:44 54 Index The Big Numbers 211,000 Callum Murray Editor

Jonathan Rest Deputy Editor

Mark McClintock Art Director Stephen Wildish WHERE Designer

Sportcal Global Communications Ltd, Allington House, 25 High Street Wimbledon Village, London SW19 5DX PRICE PER MONTH OF DAZN SUBSCRIPTION IN GERMANY +44 (0)20 8944 8786 [email protected] €9.99 twitter.com/sportcal Mike Laflin Chief Executive Sarah Smith General Manager Gill Sage Head of Commercial SPORT Sportcal Insight is produced by Whistle [email protected] ADVERT Printed in the UK by Stephens & George MEETS SPORTACCORD CONVENTION 123% ANNUAL GROWTH IN LALIGA’S SOCIAL MEDIA FOLLOWERS AARHUS - DENMARK NUMBER OF HOURS OF DIGITAL COVERAGE OF RIO 2016 2–7 APRIL 2017

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NUMBER OF NATIONS NEW ITF POTENTIAL ANNUAL VALUE OF UEFA WWW.SPORTACCORDCONVENTION.COM PRESIDENT35 DAVID HAGGERTY HAS CHAMPIONS LEAGUE AND EUROPA LEAGUE VISITED SO FAR €3.2B

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