TV Broadcasting Report - Europe

SPORTEL BRIEFING
monaco October 2011
TVSPORTSMARKETS
SportBusiness International No.165 03.11 1 TVSPORTSMARKETS
9 - 11 March
www.istanbul2012wic.org
2012
ISTANBUL
CREATING HEROES
TVSPORTSMARKETS
IAAF 2010
TM
contents
Dear Sportel Delegate, Welcome to the TV Sports Markets Sportel Briefing for Sportel Monaco 2011. The Briefing is designed to provide delegates with a recap of the big stories from the last year in the rights industry, thought-provoking features to stimulate discussion during their time at the conference, and a snapshot of the in-depth coverage of the industry that is available to TV Sports Markets subscribers. There is a selection of articles from the TV Sports Markets newsletter beginning on page 20, including our coverage of Olympic and World Cup deals in Korea, Al Jazeeras surprise acquisition of global rights for French Ligue 1 football, the MP & Silva agency snatching French Open tennis rights from the European Broadcasting Union, and more. We have also produced a selection of feature articles exclusively for the Briefing, including a look at the 10 most valuable sports rights deals in the world in the past year, a comparison of the top television audiences in major markets in 2010 and 2011, and an in-depth look at the quickly-growing market for US college sports rights. For the most recent news and developments in the sports television business, look out for the latest edition of the TV Sports Markets newsletter, copies of which will be freely available from the press stand. Our staff will be present at Sportel Monaco 2011. If you wish to get in touch, our contact details are listed below. For enquiries about accessing TV Sports Markets content, or advertising in the next edition of the Sportel Briefing, please call Paul Santos (details below). We wish you a productive and enjoyable Sportel Monaco 2011.
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MAKING THE HEADLINES A timeline of the top stories from the past year.
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EuropEAN powErHouSES How sports rights spending in Europe breaks down by sport, with data from SportBusiness Intelligence.
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THE BIG DEBATE We ask four industry experts if Uefas impending centralisation of the sale of Euro and World Cup qualifier rights is good for football.
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Top 10 DEALS of 2010-11 Top 10 deals table and analysis.
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puLLING powEr How the top sports audiences of 2011 match up to the top audiences in Olympic and World Cup year 2010.
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NEw ScHooLS of THouGHT An in-depth look at the booming US college sports rights industry.
Frank Dunne Editor TV Sports Markets
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NEwS rEVIEw Cuttings from the news pages of TV Sports Markets from 2011.
the tv sports markets team Frank Dunne Editor fdunne@tin.it (mob) +39 34 95 84 64 23 +44 207 954 3509 Kevin McCullagh Senior Reporter Kevin@tvsportsmarkets.com (mob) +44 78 55 36 37 06 +44 207 954 3509 www.tvsportsmarkets.com Dan Horlock Senior Reporter dan@tvsportsmarkets.com (mob) +44 75 05 73 67 30 +44 207 954 3283 Paul Santos Business Development Manager Paul.santos@tvsportsmarkets.com (mob) +44 79 31 39 05 02 +44 207 954 3483
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ADVErTISEr profILES Profiles and contact details of the advertisers in the Sportel Briefing.
The paper used within this publication has been sourced from a Chain-of-Custody certified manufacturer, operating within international environmental standards such as ISO14001 and EMAS. This is to ensure sustainable sourcing of the raw materials, sustainable production and to minimise our carbon footprint.
TVSPORTSMARKETS
sportel briefing ocToBEr 2011 MArcH 2011
Making the headlines

a lOOk back at the key stOries in the rights industry Of the last year repOrted by tv sports markets.
TV Sports Markets reports that tenniss ATP and WTA have had talks on merging competitions and centralising media rights sales. The UK government freezes the licence fee funding of public-service broadcaster the BBC for six years.
October 2010
November 2010
The Traffic Sports agency says it is set to achieve a massive increase in the value of the rights for the Copa America. The Italian antitrust authoritys investigation into football World Cup rights deals agreed by Sky Italia is interpreted as a warning to rightsholders not to sell the broadcaster exclusive pay-television rights.
December 2010
The UK rights for tenniss ATP 1000 and 500 series events attract what is thought to be the first serious competition between pay-television broadcaster ESPN and rival BSkyB. BSkyB wins and renews its rights for three years. Uefa secures significant fee increases in Italy, the US and the Middle East in the first media rights deals for the Champions League for the 2012-15 cycle. TV Sports Markets reports on the emergence of Worldcom, the new player in the Portuguese sports rights market which threw down the gauntlet to Joaquim Oliveiras dominant Olivedesportos agency by acquiring Spanish Liga football rights in December. Qatar-based broadcaster Al Jazeera acquires the rights for the 2018 and 2022 football World Cups after making an offer to Fifa that was too big to refuse. The opinion of Juliane Kokott, advocate general of the European Court of Justice, goes against the English Premier League in the leagues landmark piracy case against UK publican Karen Murphy. Potential buyers began circling the Infront Sports & Media agency after its owners issue a call for fresh investment.
January 2011
February 2011
March 2011
The future of Clube dos 13, the organisation which represents the top 20 football clubs in Brazil, is cast into doubt after the top-flight clubs begin negotiating their media rights directly with commercial broadcaster Globo. Uefa says that all of its 53 member federations have signed up to its plan to centralise the commercial rights to the European qualification stages of the Euro and Fifa World Cup tournaments.
TVSPORTSMARKETS
April 2011
German public-service broadcaster ZDF snatches the rights for the Uefa Champions League from commercial broadcaster Sat.1, the incumbent rights-holder. The Kentaro agency says it will continue selling rights for European football qualifier matches for the Euro and World Cup tournaments in defiance of Uefas claim to have all its members signed up to a centralisation scheme.
May 2011
Al Jazeera acquires the global rights, outside France, for Ligue 1 football. Uefa suffers a cut in its UK rights fee for the Champions League as it renews deals with ITV and BSkyB.
US broadcaster NBCUniversal pays a modest increase to renew its rights for the Olympic Games in a four-Games deal from 2014 to 2020 (see Top 10 Deals, page 12).
June 2011
The MP & Silva agency lands its biggest tennis property to date, beating the European Broadcasting Union to the pan-European rights for the French Open. Al Jazeera acquires live domestic rights for French Ligue 1 football.
Koreas SBS solidifies its role as the dominant player in Korean free-to-air television with deals for the Olympics and the football World Cup. The Full Play and Traffic Sports agencies dispute ownership of the global rights for the 2015 Copa America.
July 2011
The BBC is forced to renegotiate its deal for Formula One motor-racing due to budget cuts. From 2012, the broadcaster will share live rights with BSkyB, marking the first time that live race coverage will not be available entirely on free-to-air television in the UK. News Corp withdraws its takeover bid for BSkyB under political pressure, following the phone-hacking scandal that engulfed News International, Newss newspaper division.
August 2011
The International Olympic Committee agrees rights deals in Germany with public-service broadcasters ARD-ZDF for the 2014 and 2016 Olympics and in France with publicservice broadcaster France Tlvisions for the 2014, 2016, 2018 and 2020 Olympics.
September 2011
The Infront Sports & Media agency is taken over by private equity group Bridgepoint Capital in a deal reported to be worth about 550m ($798m). Digital media company Perform outbids broadcasters and agencies for the rights for WTA tennis on all platforms in all territories outside the US and Canada.
TVSPORTSMARKETS
TVSPORTSMARKETS
sportel briefing ocToBEr 2011
European powerhouses
a study by sportbusiness intelligence shOws the value Of the tOp spOrts in eurOpe in terms Of rights fee spend and hOw impOrtant the investment Of the pay-tv giants is fOr spOrt.
the major pay-television powerhouses in Europe have continued to improve financial performance and grow their subscriber bases throughout the recession years. The appeal of top sport especially the top domestic football leagues has been one of the key reasons why customers have not churned out despite squeezed household incomes. The importance of domestic leagues to pay-television operators is underlined in a new study compiled for the Sportel Briefing. According to SportBusiness Intelligence, the market intelligence and consultancy arm of SportBusiness Group, broadcasters in the top five markets in Europe France, Germany, Italy, Spain and the UK invest just over half of all revenue spent on sports rights in the domestic rights for the top football leagues in each market. Overall, football accounts for 79 per cent of the total spend on television sports rights, dwarfing all other sports. Formula One is the second biggest sport, ranked amongst the top five sports in terms of revenue spent in all markets except the UK. Perhaps surprisingly, rugby union is the third biggest sport even though it is not considered a mainstream sport in three of the five markets. The Olympic Games, despite being a one-off event, attracts the fourth-highest amount of revenue on an annualised basis.
united kingdom
The UK is the biggest market in Europe in terms of annual spend on television sports rights, worth $2.528 billion
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(1.85 billion) in 2011, 45 per cent more than the second biggest market, Italy. The UK is set apart from the others because there is a greater diversity of sports which either attract big television audiences for free-to-air broadcasters or act as subscriber drivers for pay-television companies. For example, football accounts for only 71 per cent of the total spend in 2011 in other markets the proportion is higher. But in the UK, in addition to the traditional big money earners like Formula One and the Olympic Games, a second tier of sports including rugby union, cricket, tennis and golf generates significant revenues. The value of the UK market is in large part down to the spend by paytelevision. In the period from 2006 to 2009, strong competition between BSkyB and the now-defunct Setanta forced rights prices up considerably. Sky had already been ploughing huge amounts in revenue into the top domestic sports properties over the last 15 to 20 years to sustain its long-term subscriber growth. Now the competitive edge has disappeared, with new entrant ESPN taking a non-aggressive role in the paytelevision sports landscape, for the moment at least, and the free-to-air market taking a hit due to recessionary pressures on the main broadcasters. In a number of recent deal renewals, revenues have remained flat or even dropped. The only increases in revenue have tended to come when rights-holders have shifted their content
from free to pay-television most notably Formula One Management with Formula One and Augusta National for golf s US Masters. Both deals involved sharing rights between Sky and the BBC.
germany
Despite being the biggest market in Europe in terms of the number of television homes, Germany is the fourth biggest in terms of spend on television sports rights in 2011. This is because of the lack of a competitive edge in the German pay-television sector, not helped by the strength of the free-to-air market. Germany is unique in the top five markets because it is the only one where free-to-air broadcasters spend more than pay-television around 62 per cent of the total sports spend in 2011. Publicservice broadcasters ARD and ZDF are the biggest spenders on sports television rights in Germany with football, the Olympics, boxing and skiing accounting for a large amount of their total spend. It is well documented that the German Bundesliga, the domestic football league, suffers in television revenue terms in comparison with its counterparts in the other major European markets because of the lack of competition in the German pay-television market. DFL Sports Enterprises, the leagues commercial arm, is having to be creative with its packaging of rights to leverage more revenue when it comes to renew its domestic contracts
TVSPORTSMARKETS
percentage of total spend on tv sports rights in top five european markets
79.0
intelligence
4.4
4.0
2.2
1.9
football
formula 1
rugby union
olympics (2010 and 2012)*
tennis
total spend on tv sports rights in top five european markets in 2011: $8.5bn
*rights fess for 2010 and 2012 olympic deals annualised source: sportbusiness intelligence
in the next 12 months. However, good progress in international sales will help the league increase its annual income.
italy
spain
france
The proportion of sports rights spend by paytelevision in Italy is the highest of the top five markets, accounting for 80 per cent in 2011. This is because Sky Italia and Mediaset are prepared to pay huge sums for non-exclusive coverage of Serie A, the domestic football league. Serie A accounts for 69 per cent of the total spend on sports rights in Italy, the highest proportion for a domestic football league in the five markets, which in turn helps football account for 90 per cent of total spend, the highest for the sport in the big five. Other sports struggle to attract decent revenues. For example, Lega Basket, the domestic basketball league, struggled to maintain its television revenue at recent contract renewal talks. Basketball properties accounted for just 0.5 per cent of the television sports rights spend in Italy in 2011.
Spain is the smallest of the big five markets in terms of television households, and also the smallest market in terms of annual television sports rights spend. As in all the other markets, the top-tier football league dominates the total spend in 2011, accounting for 64 per cent. However, unlike the other leagues, La Liga is not shown exclusively on pay-television in Spain, as listed-events legislation dictates that one match must be shown on free-to-air each week. In general, pay-television broadcasters pay a premium for exclusivity, which is perhaps another reason why the Spanish market doesnt generate as much revenue as the other four. Following the Italian Serie As move to centralise its rights from the beginning of last season, Spain is also the only market amongst the big five in which the leagues clubs sell their rights individually.
Pay-television companies account for just over 70 per cent of the annual sports television rights spend in 2011. Almost 80 per cent of that was by Canal Plus, highlighting the very conservative approach of rival Orange in recent years. It remains to be seen whether new entrant Al Jazeera will bring competition to the market and boost revenue for rights holders. Rugby union attracts about eight per cent of all revenue spent on television rights in France, a similar proportion to the UK. This explains why it is the third biggest sport in the top five European television markets just behind Formula One despite the fact that it is not a mainstream sport in Germany or Spain and is only an emerging sport in Italy. It underlines the importance of rugbys audience to broadcasters. The sport attracts males from the ABC1 demographic key to free-to-air broadcasters for advertising revenues and to pay-television operators for subscribers.
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TVSPORTSMARKETS
advertorial
Matt Cutler, editor of SportBusiness International magazine, speaks to Eurosport Events managing director Olivier Fisch about the broadcasters growing expert event management and promotion division and plans for future expansion.
the world to set up marketing partnerships, tailor-made for each market, in order to offer a 360-degree promotion and advertising plan tailor-made for each of our clients. Can you give us some figures? After six years of development, we are dealing with nearly 40 events in 15 different countries. This represents more than 370 hours of program, produced in-house and distributed to 78 broadcasters across the world. Our team of specialists benefit from in-house synergies and talents but we also seek outside skills for specific events. Regarding the WTCC, we are very proud that our reach in 2010, on television alone, was 460 million viewers. And we attract more and more each day on our digital media, through dedicated websites and applications. What are your plans for 2012? First of all, we need to focus on maintaining the continued growth for our existing assets. We then wish to pursue our diversification in other sports as we began to do it with the Rugby 7s Grand Prix Series (the Rugby 7s European championship) in 2011. More broadly, can you give us a global picture of the Eurosport Group? The Eurosport Group is Europes leading sports entertainment group. Eurosport, the n1 pan-European TV channel, broadcasts in 20 languages and reaches 125 million homes across 59 countries. Eurosport HD is the high definition simulcast of Eurosport. Eurosport 2 broadcasts to 52 million households in 17 languages across 47 countries and Eurosport 2 HD was launched in August 2009. Eurosport Asia-Pacific reaches 15 countries in the region. Eurosportnews is the sports news channel transmitted worldwide. Our digital media is a strategic axe of development for our group and has grown massively in the past few years. Eurosport.com, Europes n1 online sports destination, which has over 14 million unique users per month across an international network of sports websites in 11 languages, including Yahoo! co-branded sites in Germany, Spain, Italy, and the UK. We recently launched Eurosport Arabia, our web site for Arab sports fans in Arabic and French as well as mobile services in the Middle East. The Eurosport.com free mobile application for the latest sports news and information is available in 10 languages and we just passed five million downloads for its second anniversary. Eurosport Player, Eurosports web TV service, provides live and on-demand sports to fans PCs in 59 countries and the Player mobile application is available in 5 countries. So as you can see, Eurosport Events is a great brand with a strong media group behind it!
Olivier Fisch, you have recently been appointed Managing Director of Eurosport Events. What is the role of Eurosport Events as a division of the Eurosport Group? Eurosport Events is the event management arm of the Eurosport Group. It is a specialist division in the organisation, management and promotion of international sporting events. Eurosport Events has two major properties in motor sports and one very beautiful development in equestrian sports. We operate under a large scope of business models from full ownership to extended commercial partnership. For example, for the FIA World Touring Car Championship (WTCC), we are the owner of the Championship and we manage every aspect of the event: sporting organization, logistics, TV production, editorial development, commercial and media rights exploitation, international communication and promotion, brand developments and marketing, as well digital media developments. The Intercontinental Rally Challenge (IRC) is an example of a different business model. We are the promoter of a series we created by aggregating existing rally events under an umbrella brand. As for the equestrian activity, we have forged commercial partnerships with various prestigious events such as the Global Champion Tour, the Gucci Masters and the Saut Herms, bringing our expertise in production, program editorial as well as commercial and media rights management. How would you describe your USP to the market? We are a broadcaster, this is an immediate asset for our clients. Being able to guarantee exposure on our network of channels and websites is an accelerator, immediately boosting the development of an event. We provide a worldwide coverage with our Pan-European, as well as Asia-Pacific, sports channels. In addition, as a media rights distributor, we are able to market our events to a large range of broadcasters, offering customized content for each country. On a communication and promotion side, we rely on our various communications teams in local offices spread all over
the big debate

will the outcome of uefas rights centralisation scheme for world cup and european championship qualifier rights be beneficial for football?
in the first
JuliEn BERgEauD Director of Programmes anD BroaDcasting, eurosPort
quarter of 2012, Uefa will come to the market with what is arguably the most exciting new sports rights product since it created the Champions League from the old European Cup in 1992. That competition represents both the pinnacle of club football and a case study in the successful exploitation of commercial rights. Now Uefa plans to apply the same makeover to national team football. European footballs governing body last year told its 53 member federations that by creating a kind of Champions League for federations, it could deliver a 67-per-cent increase in net revenues from the sale of media rights. Uefa believes that the central sale of the domestic and international rights for the European qualifying matches for the World Cup and European Championship from 2014 onwards could generate 1 billion ($1.37 billion) in gross revenues, and 900 million in net revenues, over a four-year period. That compares with an estimated 680 million in gross revenues and 540 million in net revenues generated now by the federations individually-negotiated deals. The commercial rights that Uefa proposes centralising include: All media rights, domestic and international, for: all national team qualifiers, including play-offs; two friendlies for each national association drawn in the two smaller qualifying groups of five, as opposed to six, teams; 10 friendlies for the host country national association. All perimeter board advertising. Other ancillary rights, such as match ball, tickets, hospitality, broadcast sponsorship. Uefa, or an agency appointed by Uefa, would sell the rights for a four-year cycle, calling the product The European Qualifiers. The governing body has already hinted that it may keep the sale of the rights to the top eight to 10 markets in-house, as it has done with the sale of the rights to Euro 2012. Agencies big and small including the industrys big three of IMG Media, Infront Sports & Media and Lagardre Unlimited are expected to be in there pitching for a share of the rights. Uefa foresees a revenue redistribution scheme similar to that employed for its club competitions. Revenues would be divided into two pools: a fixed pool split equally between all associations, and a market pool, split according to the value of each associations television market. From the projected 450 million net revenues per qualification cycle, each federation would be guaranteed 4 million from the fixed pool, with a further 238 million divided according to market share. Some of those smaller federations which originally approached Uefa with the idea are hailing the scheme as a financial life-saver which will provide them with guaranteed income at a decent level for a four-year period. The six biggest federations, however, who feared that they might be worse off, sought cast-iron assurances from Uefa that their revenue would not fall. The FAs of England, Germany, France, Italy, Spain and the Netherlands were eventually won round. The pressure is now on Uefa to deliver.
At the outset, the proposed centralisation looks beneficial for football and an excellent way for Uefa to maximise revenues. But Im yet to be convinced that in the long run it will be beneficial for viewers. Centralisation simplifies the acquisition process: broadcasters will only deal with one seller and this can stabilise and harmonise rights valuations. This is interesting for smaller nations who sometimes struggle to sell their media rights, especially if they are paired with another small nation during the qualifying stages. At first glance the centralisation model is proving a success for Uefa in its Champions League and Europa League competitions, with revenues rising cycle after cycle. However, although short-term gains like this are one thing, sustainability is quite another. Any centralisation model is always open to criticisms of monopolisation and this situation would be bad for the sports viewer. With no encouragement of competition we could see a gap opening up between the price of the rights and their real value, forcing broadcasters to pay more. Back when Uefa centralised the rights for the Champions League, the European Commission tabled some amendments, and this time around we might well see the European Union step in again over these latest plans. If national and free-to-air channels have to pay more for the television rights, they could be forced into selling some packages to pay-television broadcasters in order to recoup their rights outlay, as happened at last years Fifa World Cup in South Africa. As a live sports specialist, Eurosport is a key partner for Uefa. We have over two decades of experience in the sports rights market and our message is always the same: we do not buy rights at any price. Rightsholders such as Uefa continue to work with us because we enrich and add value to their rights, and we are confident this will be the same for many years to come.
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JRg von aPPEn Partner, von aPPen | jens; anD former vP LegaL affairs, sPortfive
THoMaS MaRTEnS ceo, triumPh meDia grouP
BEn SPEigHT heaD of sPortBusiness inteLLigence, sPortBusiness grouP
The centralised marketing of the Uefa Champions League has undoubtedly been a great success and achievement for Uefa and beneficial for European club football. However, whether a centralised national team qualifier competition can be beneficial for football is more than questionable, and thats without considering any legal issues. Uefa claims it will increase revenues by better packaging and promotion of the product and estimates it will accrue revenues of 700 million to 800 million per qualifying cycle. This seems optimistic. Firstly, in comparison to the Champions League, all Uefa federations are involved not only the top-tier. Secondly, 24 out of 53 Uefa federations will qualify for Euro 2016. This will result in a decrease of crunch matches during the qualification period that will consequently result in a decrease in value. The largest portion of the estimated revenues will be accrued from the major markets. How many media players in the major markets will be willing to pay 50 million or more for a package? And who is able to bid for the rights, given certain listed-event regulations in those markets? A large chunk of the revenues will be paid by Uefa to the top federations and to agencies for their agreement to the centralisation scheme. Of course, the other federations must also be paid. Implementation and marketing costs cannot be underestimated either. As a result, Uefa may be forced to subsidise its product by using revenues accrued from the European Championships. But what will they do in a qualification cycle for the Fifa World Cup? Top federations will use friendly match slots to play only against the other top federations; friendlies against smaller federations are not of similar interest to the broadcaster and are therefore less valuable for the top federations. Uefa just awarded the right to market certain television and advertising rights of seven federations during a test phase in the qualifying cycle to the 2014 Fifa World Cup to a well-known agency - this may be the future for Uefa to minimise risks.
The de facto impact of this decision for football and its fans as a whole remains to be seen, but already at this early stage certain considerations on potential benefits can be made. Firstly, the marketing of the respective media rights on a collective basis could lead to more diversified media coverage as rights packages would comprise coverage of the qualifying competition as a whole. Media companies would buy the output of the whole qualifying competition or at least significant parts and dealing with various sports marketing agencies contracted to the individual national federations would become redundant. Consequently, transaction costs would be reduced. It could also be expected that the broadcasting rights for the qualifying matches will be split into different packages, for example for different broadcast means. This will potentially lead to extended media coverage in each relevant territory and enhanced and simplified access for the end consumer, the fan. Furthermore, as the marketing concept of the Uefa Champions League shows, it may be expected that the qualifying competition will be developed and the product value built up. This may help to further promote the sport itself and extend its target group, be it fans, potential sponsors or active participants. However, the question must be raised as to whether in the case of international qualifying matches the qualifying competition product itself can really be regarded as a brand, or whether each national team represents the value-relevant brand. It is clear that through increased revenues for national associations more money would be available to develop amateur and grassroots football. But the question for me is whether increased revenues would be partially neutralised by the ensuing national federations inability to bundle in other rights such as friendly matches, youth team matches or the national cup competitions to the national team crown jewel qualifying rights.
In principle, the European Qualifiers product will be good for football because as centralisation of media rights for other sports properties has shown, it will help maximise revenues for Uefa and its member federations. The product will be good for broadcasters and fans. Listed-events legislation in many European markets will keep the important national team matches on free-to-air. Meanwhile, Uefa will be able to sell a large inventory of other matches to pay-television broadcasters, an attractive package for subscription channels which will be able to offer top football at times when the domestic football leagues arent playing. But will other domestic properties suffer? At the moment, domestic rights for national team matches are sold along with less popular national cup competitions and/ or youth and womens football. Broadcasters are happy to take all properties at the moment because they want the rights for key qualifier matches and this helps national associations get exposure and revenue for their other events and initiatives. One of Uefas premises for creating the European Qualifiers product was to bring as much revenue into the coffers of its member federations as possible. At present, a proportion of the revenue goes to agencies. Agencies are lining up to sell the newly centralised package and it may be that they offer Uefa a tantalising sum of money. Such are the financial guarantees that Uefa has promised its members from this centralised approach, if a company offers to bankroll the idea, it may prove too hard to turn down. After all, Uefa has to compensate the national associations not only for the value of qualifier matches but also for any loss of exposure and revenue for their other properties. But if this new product is to benefit football fully, Uefa should bite the bullet and sell these rights themselves to ensure it maximises the value it has a new commercial division and information on the previous sales of these matches is available.
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TVSPORTSMARKETS
The Top 10 deals of 2010-11

the mOst valuable rights deals repOrted by tv sports markets since spOrtel mOnacO 2010 of the past year was signed last month, with US pay-television operator ESPN paying $1.9 billion (1.39 billion) per year for Monday Night Football from American footballs NFL, a 73-per-cent increase on the $1.1 billion per year it pays in the current deal. The deal covers 17 regularseason games per year. It secures ESPNs position as the cable channel with more NFL content than any other except for the leagues own NFL Network. Another deal signed in September makes the top ten - the US PGA Tours estimated $4.5 billion nine-year extension with the CBS and NBC networks. The annual increases are understood to be modest compared to the previous contract, worth just under $500 million per year. Some experts cited the decline of US golfer Tiger Woods as the main factor for the rights fee hitting a plateau. The first of Comcast-NBCUs two entries in the top 10 is its four-Games Olympics deal worth $4.38 billion. The deal represents only a small increase on the $2.001 billion the International Olympic Committee earned for its US rights from the NBC network for the 2010 and 2012 Games. The Pacific-12 Conferences 12-year deal with the ESPN and Fox networks is the most lucrative television deal in the history of US college sports at $250 million per year, putting it fourth in the overall list. The previous deal with Fox and ESPN was worth $60 million per year. The agreement includes American football, basketball and some Olympic sports but allows the Pac-12 to hold back content for its own cable channel that it plans to launch in 2012. At number five, Frances domestic football league, the Ligue de Football Professionel, had the biggest rights deal outside of the United States at 2.04 billion. Pay-television operator Canal Plus will pay 1.68 billion of
the biggest deal
TOP TEN DEALS OF 2010-11

Property 1 2 3 4 5 6 7 8 9 10 nfL monday night football us Pga tour* olympic games Pacific-12 conference french Ligue 1 national hockey League campeonato srie a** australian football League Big 12 fia formula one World championship Sport american football golf olympics college sports football ice hockey football aussie rules college sports formula one Territories covered us us us us france us Brazil australia us uK $m 15.2bn 4.5bn 4.38bn 3bn 2.79bn 2bn 1.89bn 1.3bn 1.17bn 701 Duration 8 years 9 years 4 games 12 years 4 years 10 years 3 years 5 years 13 years 7 years Buyer esPn cBs and nBc nBcu esPn and fox canal Plus and al jazeera comcast-nBcu globo foxtel, seven and telstra fox BBc and BskyB
Based on the exchange rates on september 12: 1 = $1.37 / 1 = $1.59 / $1 = a$0.96 * the us Pga tours previous deal was reported to be worth $2.95 billion over six years, from 2007 to 2012. the new deal was done at a modest increase on an annual basis. the Pga does not reveal the value of its deals. ** Deal value represents three-year deals from 2012 to 2014. some of the deals between globo and the clubs had been agreed for 2012 to 2015, but full details of these had not been confirmed at the time of going to press.
this, while Qatari satellite broadcaster Al Jazeera will pay 360 million. The league is yet to conclude all negotiations and hopes to achieve 600 million per season, which would still represent a decrease of 68 million per season from the current contract. The second entry in the top 10 for Comcast-NBCU is its 10-year renewal of its rights for ice hockeys National Hockey League in a deal worth $2 billion, the biggest-ever television deal for the NHL. The extension marked Comcast-NBCUs first major deal since the cable operator officially acquired NBC Universal in January 2011. The biggest deal in Latin Americas sports media rights history was Brazilian media group Globos club-by-club acquisition of teams that compete in the Campeonato Srie A, the top domestic football league. Globos total spend is understood to be around $630 million per year, up from the $250 million per year which was distributed evenly amongst the clubs in the current deal. Some of the deals announced so far have been
for three years and some for four years. The Australian Football Leagues five-year deal, from 2012 to 2016, with pay-television operator Foxtel, commercial channel Seven and mobile operator Telstra, is worth A$1.253 billion (949 million/$1.3 billion), made up of a combination of cash (A$1.118 billion) and contra support. The fee is a 60-per-cent increase on the value of the current five-year deal. Number nine in the table is the second college sports rights deal in the top 10, with US pay-television broadcaster Fox Sports acquiring the exclusive cable television rights for the Big 12 Conference in a 13-year deal worth $90 million per year. Concluding the top 10 is the controversial seven-year Formula One deal in the UK, worth 441 million (513 million/$701 million), up from 210 million in the current deal. The deal will see races shown exclusively on pay-television in the UK for the first time, with the pay-television broadcaster BSkyB acquiring live rights for half of the races.
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SHARING THE BIG MOMENTS
Give your audiences access to some of the most exciting sports coverage the world has yet seen.
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Pulling power
a study by sportbusiness intelligence and eurodata tv worldwide shOws hOw wOrld cup and Olympics audiences cOmpare with Other spOrting events acrOss a variety Of markets
it is an easy formula to understand. Mega events like the Olympic Games and major football tournaments generate mega revenue from broadcasters around the world because they bring in mega audiences. As deals reported by TV Sports Markets this year show, there is clearly confidence amongst broadcasters around the world that these types of events will continue to bring in large numbers of viewers for the foreseeable future. The International Olympic Committees president Jacques Rogge said that he expected the federation to bring in well over $4 billion (2.92 billion) from television rights for the 2014 and 2016 Games, which would represent at least a 10-per-cent increase on the 2010 and 2012 Games cycle. Fifa may also be targeting at least a similar increase for the 2018 and 2022 World Cups and if its first deals for the tournaments in the Middle East and South Korea are anything to go by, it appears set to bring in a very healthy increase in revenue. Audience data of sports television viewing in 35 television markets around the world, in a special analysis by SportBusiness Intelligence, the market intelligence and consultancy arm of SportBusiness Group, and Eurodata TV Worldwide, its data partner, shows why a large number of broadcasters continue to pay decent rights fees for these events. The World Cup or the winter Olympics was the most-watched event in 24 markets in 2010 and of these markets, in only two has an event in 2011 attracted a bigger audience. In a large number of
markets including major markets such as France, Germany, Indonesia, Italy, Japan and the Netherlands the difference between this years top audience and last years is substantial (between 30 and 60 per cent lower). Only in Spain and Belgium Wallonia has an event in 2011 attracted a higher audience, which in the case of Spain is surprising given the national team reached the World Cup final, drawing a very big audience.
To get more information from this survey by Eurodata TV Worldwide and SportBusiness Intelligence, download the e-Sportel Briefing from www.tvsportsmarkets.com.
Overall, an event in 2011 has attracted a higher audience than 2010s most-watched event in six of the 35 markets surveyed. Qualifiers for the Euro 2012 football tournament will attract good audiences around Europe, as will the rugby World Cup where the sport is popular but neither will surpass World Cup final match viewing.
market-by-market analysis
In Germany, the national teams 2010 Fifa World Cup semi-final against Spain attracted 31.1 million viewers (an 83-percent audience share) for public-service broadcaster ARD. This year, Germanys
female footballers attracted the top sports audience of the first six months of 2011, drawing 16.4 million viewers for their second group match against Nigeria in the womens World Cup, again on ARD. As in Europes other major markets, the World Cup provided Frances most-watched sports programme in 2010, the national teams group match against Mexico drawing 15.1 million (a 56-per-cent share) to commercial broadcaster TF1. Football will again account for the top audience in 2011 but it will be well short of last years high. So far, this years top audience is eight million for the friendly against Brazil shown by TF1. The picture in France is mirrored in Italy. Italys 1-1 draw with Paraguay in their opening World Cup group game was watched by 15.2 million (a 54.9-percent share) on public-service channel Rai1, while the friendly this February against Germany drew 8.5 million (a 29-per-cent share) on the same channel. In the UK, unlike France, Germany and Italy, a club match rather than a national team clash has attracted the top audience so far this year. Manchester Uniteds Uefa Champions League final defeat to Barcelona was watched by 12.3 million (a 48.8-per-cent share) across commercial channel ITV1 and pay-television broadcaster Sky Sports. That was well down on the 15.8 million (a 73.4-per-cent share) who witnessed Englands 4-1 defeat to Germany in the last 16 of the World Cup on public-service channel BBC1. Spain is the only major European market where an event in 2011 has drawn a higher
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HOW THE MEgA EVENTS OF 2010 CONTINuE TO bE MASSIVE RATINgS WINNERS FOR TV IN SELECTED MARkETS
How the mega events of 2010 con#nue to be massive ra#ngs winners for TV in a selected number of markets
30
2011 most watched event aAracts lower number of viewers but higher audience share than 2010 top event
20
2011 most watched event aAracts higher number of viewers, bigger audience share than 2010 top event
10
Ra#ng %
-40
-30
-20
-10 -10
10
20
-20
2011 most watched event aAracts lower number of viewers, lower audience share than 2010 top event
-30
-40
2011 most watched event aAracts higher number of viewers but lower audience share than 2010 top event
-50
source: eurodata tv Worldwide and all Partners
Audience Share %
MOST WATCHED SPORTS EVENT IN 2010 AND FIRST SIX MONTHS OF 2011
Market australia canada Denmark finland france germany indonesia italy india Year 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 Event aussie rules: afL, grand fnl, collingwood v st Kilda rL: state of origin series, gm 1, Queensland v new south Wales Winter olympics: ice hockey, fnl, usa v canada ice hockey: stanley cup fnls, gm 7, vancouver v Boston handball: Wmn's euro champ, group stage, Denmark v croatia handball: mn's Wld chmp, s-f, Denmark v spain ski jumping: Wld cup, Bischofshofen, finland ice hockey: Wld chmp, fnl, finland v sweden ftbll: Wld cup, group stage, france v mexico ftbll: friendly, france v Brazil ftbll: Wld cup, s-f, germany v spain ftbll: Wmn's Wld cup, group stage, germany v nigeria ftbll: Wld cup, q-f, argentina v germany ftbll: olympics, qlfy, indonesia v turkmenistan ftbll: Wld cup, group stage, italy v Paraguay ftbll: friendly, germany v italy cricket: Wld twenty20, south africa v india cricket: Wld cup, fnl, india v sri Lanka Market japan netherlands Poland russia south africa spain sweden uK usa Year 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 Event ftbll: Wld cup, last 16, japan v Paraguay ftbll: afc cup, s-f, japan v south Korea ftbll: Wld cup, fnl, netherlands v spain ftbll: chmp Lge, fnl, man utd v Barcelona Winter olympics: ski jumping ski jumping: Wld cup, harrachov, czech rep ftbll: Wld cup, fnl, netherlands v spain ice hockey: Wld chmp, q-f, russia v canada ftbll: Wld cup, group stage, south africa v uruguay ftbll: africa cup of nations, qlfy, south africa v uruguay ftbll: Wld cup, fnl, netherlands v spain ftbll: chmp Lge, s-f (2), Barcelona v real madrid Winter olympics: cross country skiing 50km men cross-country skiing: vasaloppett, sweden ftbll: Wld cup, last 16, england v germany ftbll: chmp Lge, fnl, man utd v Barcelona am ftbll: nfL, superbowl, indianapolis v new orleans am ftbll: nfL, superbowl, green Bay v Pittsburgh
events denoted for each market attracted the highest tv audience in terms of number of viewers in the respective years. to find out more audience information, download the e-sportel Briefing at www.tvsportsmarkets.com source: eurodata tv Worldwide and all Partners; sportBusiness intelligence
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audience than 2010. An audience of 13.4 million (a 78.1-per-cent share) saw Spain win the World Cup last year on commercial broadcaster Tele5, but 14.1 million tuned in for the Uefa Champions League semi-final second leg between Barcelona and Real Madrid on public-service channel La2. The Olympics, rather than the World Cup, was the blockbuster event in Canada last year. The perfect climax of the Games attracted a massive audience in Canada, the host nation. Canadas overtime win over the USA in the mens ice hockey final was aired on nine television networks in eight languages and became the mostwatched television broadcast in Canadian history with a combined audience of 16.6 million, of which 10.3 million watched on commercial network CTV. It is unsurprising then that this year a sports event has not attracted an audience close to last years historic high the National Hockey Leagues Stanley Cup final attracted 8.6 million in May this year on public-service broadcaster CBC.
other sports more popular
Of the 35 markets surveyed, the World Cup or the Olympics didnt attract the top sports audience in 2010 in 11 markets in a number of cases, the national team did not qualify for the World Cup, but in others the popularity of other sports is higher than football. Nevertheless, in only four of those 11 markets has there been a bigger audience in 2011 than in 2010. American footballs Superbowl the USs very own mega-event attracts the top sports audience in the country every year. This years Green Bay Packers victory over Pittsburgh Steelers broke the record for the most-watched programme ever on US television, attracting 111 million viewers (a 71.3-per-cent share) on Fox, five million more than the previous record, which was set by CBSs coverage of the 2010 Superbowl. In Finland, the national teams appearance against Sweden in this years final of ice hockeys World Championship drew 2.1 million (a 71.5-per-cent share) on public-service channel YLE2, which was higher than the number of viewers
that tuned in for the Four Hills ski jumping event in Bischofshofen last year on commercial rival MTV3. Commercial broadcaster TV2s handball coverage has attracted the highest sports audience in both the first six months of 2011 and last year in Denmark. This years mens handball World Championship semifinal, in which Denmark defeated Spain, was watched by 2.2 million (a 70.4-percent share), more than watched last year when the womens side beat Croatia in the European Championship group stage. Unsurprisingly, cricket accounted for the top audience in India in 2010 and so far in 2011. Indias victory over Sri Lanka in the final of the cricket World Cup this year attracted an audience of 9.5 million (a 22.3-per-cent share) on ESPN Star Sports pay-television channel Star Cricket, almost 50 per cent more than the 6.6 million (18.4-per-cent share) which watched the second innings of Indias ICC World Twenty20 group stage match against South Africa in 2010 on free-to-air broadcaster Doordarshan.
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New schools of thought

matt cutler, editOr Of sportbusiness international, lOOks at the fOrces driving huge rights fee increases in us cOllege spOrt.
last spring, the Atlantic Coast Conference (ACC) toasted a 12-year, $155 million (113 million)-per-season television rights deal with sports network ESPN that, according to commissioner John Swofford, would earn its 12 universities more than double the television revenue they had been receiving in the past. Quite a coup for the ACC, but that deal was trumped less than a year later when the Pac-12 conference announced a 12-year, $250 million-per-season deal with ESPN and Fox securing revenues over four times the amount of its previous deal. Thats a fourfold increase, remember, in a country with a stagnant economy and a television market where broadcasters have been experiencing huge slumps in advertising revenues. These deals are representative of a set of sports rights that has been undervalued for decades and has only just started to earn the revenues it deserves. Media companies and the conferences and universities are starting realise the value of the college rights industry, says Tom Stultz, senior vice president and managing director for college media at IMG College. Stultz oversees the IMG subsidiarys college media rights business, which represents more than 200 of the USs top collegiate properties. Historically, the rights of the universities, particularly their media rights, were undervalued because universities were simply happy to have a distribution channel to deliver their content to the public. But as the model began to evolve, it became very clear that college sport was very lucrative content for media companies in particular, in the subscriber fees they can charge by having that content on a cable network. Pac-12 commissioner Larry Scott put the rights-fee increase his conference achieved in the ESPN/Fox deal down to
several factors: the rights being previously undervalued; the size of the television markets in the Pac-12 footprint; the pooling of media rights that had been previously scattered among its schools; the successes of Oregon and Stanford in recent Bowl Championship Series (BCS); and the competition between broadcasters ESPN, Fox and Comcast, all of whom bid for the rights. At one time there may have been just one company buying college sport rights but now you have a combination of Fox, ESPN, CBS, Time Warner, Turner Broadcasting, NBC and ABC, Stultz added. Its a very competitive marketplace in the US and that makes college sports rights valuable as everyone tries to grab as much content as they can to maintain relationships with cable networks and cable subscribers. Individual conferences and universities have been free to negotiate television contracts since 1984, when the US Supreme
Court ruled that plans of the National Collegiate Athletic Association (NCAA), the body that oversees most college sports in the country, to collectively sell television rights violated antitrust legislation. Initially, the majority of power conference universities joined forces and pooled their rights in the guise of the College Football Association (CFA). However, the Big Ten and Pac-10 (now the Pac-12) opted out; Notre Dame a university that boasts one of the richest college football programmes in the country left to sign an exclusive deal with NBC in 1991; and the Southeastern Conference (SEC) and Big East left in 1995 to sign deals directly with CBS, worth $85 million and $55 million respectively, for five college football seasons. The CFA soon collapsed and rights fees for national television deals between the six most powerful conferences and leading sports broadcasters in the States began to soar.
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Today, media rights revenues are a central revenue stream for college athletics programmes. From a conference standpoint, most revenues come from media contracts: they get money from the NCAA primarily tied to media contracts and then have their own media contracts. Theyll get a little money from events themselves but ticketing is only a small part of the big picture, Stultz explained. The NCAA has a $10.8 billion, 14-year national television deal from 2010-11 to 2023-24 with CBS and Turner that covers the rights for 67 of the 88 NCAA sports championships, with the majority of value in the annual three-week March Madness mens basketball tournament. On a university basis, it is slightly different, Stultz said. One school we work with, for example, has a budget of about $80 million: $20 million comes from its conference and NCAA TV packages, about $8 million comes from a local rights holder and the rest from tickets and donations. In that case, TV represents about 30 per cent of total revenues.
draw of college sport
and Seattle is a significant amount of the value for the rights for the Pac-12, says Stultz. Some of the universities are also big national brands, and that adds value to the national cable and satellite providers. Theyre all doing it to make money and over time theyve been very successful and will continue to be. There are over 100 million cable households in the United States if youre selling that content at $4 per month per subscriber, $1 per subscriber or even 50 cents per subscriber, thats a lot of money. And to have the kind of subscriber numbers to be a profitable operation you need top quality content.
conference tv networks
The attraction of power six college sport to national cable broadcasters is simple: huge, loyal fan bases that provide massive television ratings. Last year, for example, only the NFLs Super Bowl drew a higher national Nielsen TV rating (45) than the BCS National Championship Game between Texas and Alabama, which drew a rating of 17.2. Over 100 million people attended a college sporting event in 2009, according to IMG College research, with college football alone boasting attendances of 48 million. IMG estimates that college sport has a fan base of 172 million over the age of 12 in the US, pipping American footballs NFL (171 million), Major League Baseball (150 million), the National Basketball Association (125 million) and the National Hockey League (86 million). These are loyal fans, often in big television markets. The Pac-12, for example, boasts two universities in the USs second-largest television market, Los Angeles, which has 5.66 million television homes, according to Nielsens latest Designated Market Area ranking. Sewing up big markets like Los Angeles
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Beyond the national deals, the power six have also sought in recent years to exploit their wealth of content in particular, football and basketball games that are not broadcast as part of their national cable deals by launching their own networks. The Big Ten became the first to do so in 2007 when it launched the Big Ten Network in co-operation with Fox. Fox owns a 49-per-cent share in the channel, for which it is committed to paying $2.8 billion over 25 years. The Big Ten Network is available to an estimated 80 million households through agreements with more than 300 cable, satellite and telcos across the US and Canada. Each year it shows around 40 football games, 105 regular season mens basketball games, 55 womens basketball games, Big Ten mens and womens basketball tournament games, hundreds of additional Olympic sports events and dozens of Big Ten championship events. A conference network gives schools an opportunity to build an asset that theyre getting more money foralmost all the television money in college sport goes to either football or basketball, and a conference network is a platform for a lot of sports that wouldnt be part of a national media deal, says Stultz. When a conference has its own network like the Big Ten Network it will have a certain number of games on a national cable network like ESPN or Fox and the rest on its conference network. But a 24/7 conference network carries volleyball, soccer, golf, tennis, softball and baseball
sports that wouldnt usually be included as part of any national network deal. These sports are getting a lot more exposure. Who knows where it will go in the future, but part of the long-term strategy [for conferences] is to make sure that all their content is getting out to the fans. The Pac-12 will be the next to launch its own conference television offering in August 2012, although rather than having one national channel it will comprise of six regional networks Washington, Oregon, Northern California, Southern California, Arizona and Mountain and be known as the Pac-12 Networks. In comparison with the Big Ten Network, the Pac-12 Networks will be 100-per-cent owned by the Pac-12, distributed by cable companies Comcast, Cox, Time Warner and Bright House through a series of carriage deals. The Pac-12 Networks will broadcast about 850 sporting events a year 350 nationally and 500 regionally and will initially be available to just under 40 million homes. Conferences will find a way to get more and more of their events televised or distributed digitally through a variety of networks, be it linear or digital, adds Stultz. In some cases that might be a standalone network like the Big Ten Network, in other cases that might be amassing content like the SEC is doing with CBS and ESPN in addition to their digital network. None of us know exactly the direction that college sports rights will go; the market is changing so rapidly as rights fees are kept high with more and more people finding ways to monetise content and players appearing in the space that had not been there previously to provide new competition.
university tv networks
Further down the chain, the biggest universities have themselves looked at launching their own networks, most notably the University of Texas, which earlier this year signed a 20-year deal, from 2011-12 to 2031-32, worth $300 million with ESPN to launch a 24-hour channel. Under the agreement, the University of Texas receives around $200 million, while its licensing and marketing partner, IMG, receives $100 million. The Longhorn Network, which launched in August this year, shows
200 sports events per year including at least one live college football game and eight mens college basketball matches. In theory, all universities in the power six could follow this lead and launch their own channel, but it is Texass huge television market the city where the university is based, Austin, has over 700,000 television households alone according to Nielsen that enables the Longhorns television project to be profitable. Each school has rights the same as Texas, and so each school could theoretically do their own network, but the maths doesnt always work out, says Stultz. In Texass case theres a unique combination of rights that are available and households in the state: Texas boasts 7.5 million cable households alone and in some of the Big 12 network school territories there is less than one million. So would it be possible for a power six university to get four tiers of media-rights revenues: from the NCAA, its conferences national rights deal, the conferences network and its own university network? Or does the launch of The Longhorn
TV RIgHTS DEALS FOR THE POWER SIX uS COLLEgE CONFERENCES

First-tier rights Conference Big 12 Pac-12 acc sec Big ten Big east value $480m $3bn* Broadcaster Deal length esPn esPn/fox 08/09-15/16 12/13-23/24 11/12-22/23 09/10-23/24 06/07-15/16 06/07-11/12 Years 8 12 12 15 10 6 value $1.17bn $2.25bn $2.8bn $54m Second-tier rights Broadcaster fox esPn Big ten network cBs Deal length 12/13-24/25 9/10-23/24 07/08-31/32 07/08-12/13 average annual Years total 13 15 25 6 $150m $250m $155m $205m $212m $42.3m
$1.86bn* esPn $825m $1bn $200m cBs esPn esPn
*Deal includes second-tier rights source: http://businessofcollegesports.com first-tier rights are for football and/or basketball games broadcast nationally. second-tier rights are for football and/or basketball games not selected by the first-tier rights holder. third-tier rights, games not selected by the first or second-tier rights holders and rights for all sports other than football and basketball, are not included.
Network create a barrier for the Big 12 ever launching its own conference network? Its a good question, says Stultz. I think if the Big 12 wanted to launch its own network, it could do as long as all the schools were behind it. But they would have to take some of the content thats now in their two national media partner deals, with Fox and ESPN, because they cant take that content away from the Longhorn Network. The Big 12 has the right at any time
to do what it needs to do and if it felt like it needed to do its own network and the universities voted to do it. But I think it could certainly strain the relationship it has with Texas. If Texas wanted to be part of launching a conference network Im sure there could be a way of working it out, but I think right now having a local network is much more lucrative for Texas. Its certainly is a great deal for them and one thats hard to replicate elsewhere.
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a selectiOn Of stOries frOm the tv sports markets newsletter frOm the last six mOnths.
NEWS rEvIEW
Games, covering the period 2018 to 2024. The value is a -per-cent increase on SBSs current four-Games deal from 2010 to 2016, which is worth $ . The pool of broadcasters paid $ in a two-Games deal covering 2006 and 2008. The new Olympic deal came on the heels of SBSs deal for the World Cups of 2018 and 2022, with Fifa, world footballs governing body, worth between $ and $ . The value is up from the $ SBS paid for the 2010 and 2014 tournaments, representing an increase of between per cent and per cent. The 2002 and 2006 tournaments were worth $ . The Olympic rights are for all platforms free-to-air, pay-television, online and mobile. SBS will share the freeto-air rights with KBS and MBC but will keep the pay-television rights for its SBS Sports channel. The exploitation of online and mobile rights is yet to be decided. The deal includes a commitment to broadcast the Youth Olympic Games over
By Dan Horlock 15 July 2011 Volume 15 Issue 13
SBS SwoopS for SportS Big two
In securing the rights to the worlds two biggest sporting events the Olympic Games and footballs World Cup in long-term deals, the Korean media group SBS has solidified its role as the dominant partner in the so-called Korea Pool, an informal grouping of free-toair broadcasters which also includes commercial broadcasters KBS and MBC. Despite the re-emergence of the pool, after a hiatus following the last round of Olympic rights negotiations, when SBS split off and did its own deal, both rightsholders were able to secure substantial increases. Rights-holders see the pool as a cartel designed to force down prices. Last week, SBS paid the International Olympic Committee $ for four
the same period. The deal also represents the IOCs first broadcast agreement for the Games of 2022 and 2024, with the length of the deal surprising some rights experts. The deal was agreed days before the IOC awarded the hosting of the 2018 winter Games to the Korean city of Pyeongchang, with the hosting issue surprisingly, perhaps not thought to have been a major factor in the value of the deal. Pyeongchang was widely considered to be the favourite and SBS will have factored that into its valuations. In negotiations for the last cycle, SBS was if prepared to offer an additional $ Korea had been awarded the 2014 winter Games, which eventually went to Sochi. A more significant factor in the aggressive stance of SBS, which was once the junior partner in the pool, is thought to be its plans to launch a new general entertainment channel later this year, for which it wants top sport. SBS is also aware of competition from outside of the pool, as agencies and other cable and broadband operators have acquired sports rights in recent years. As with the Olympics, SBS will share the free-to-air rights to the World Cup with KBS and MBC. The deal represents Fifas first foray into the Asian market after it took the rights to the World Cup in house. It has been out in the market courting broadcasters with longer deals, according to one source in Asia. In the current cycle, the deal was brokered by Football Media Services, a joint-venture set up by the Dentsu and Infront Sports & Media agencies. FMS has the media rights from 2007 to 2014 across Asia excluding Japan and Thailand and is still concluding deals in some territories for the 2014 tournament.
MISSING SOMETHING?
The figures that appear in the TV Sports Markets stories in this section have been redacted to protect the exclusivity our subscribers enjoy. Each fortnight the newsletter is crammed full of exclusive numbers and facts from deals that are happening across the global sports rights industry. To fill in the blanks, and discover the range of content access options we have to suit all sizes of business, call Paul Santos, our business development manager, on +44 207 954 3483, or email paul@tvsportsmarkets.com.
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By Kevin McCullagh 17 June 2011 Volume 15 Issue 11
EBU loSES frEnch opEn on frEE-to-air promiSES
across a whole range of platforms, both free and pay. Moving down the agency route at this time gives us the flexibility to adapt and react to this new environment, whilst keeping the high levels of free-to-air exposure we have enjoyed in the past.
The MP & Silva agency has set itself a challenging sales target for its first Grand Slam tennis property, the French Open, by paying an increase of about -per-cent on the current value of the rights, coupled with guarantees of free-to-air coverage. The deal, which was agreed two weeks ago with the Fdration Franaise de Tennis, covers the rights in Europe, outside France, in the five years from 2012 to 2016. The agencys winning bid is understood to have been between per year and per year, up from per year paid at present by the EBU. The consortium, which was MP & Silvas only opponent in the last round of bidding, submitted a final bid less than per cent below the agencys. The agencys strong commitment to free-to-air coverage was crucial in winning over a rights-holder that has traditionally placed great importance on exposure for the event and its sponsors in Europe. MP & Silvas offer was the best both financially and in terms of the guarantees of free-to-air coverage, Michel Grach, director of media and sponsorship at the federation, told TV Sports Markets this week. But this deal also enables us to open up our product to the entire European market. This includes both free-to-air and pay-television broadcasters and broadcasters both inside and outside the EBU. Partnering with an agency will bring the federation benefits not possible within an EBU deal. The federation is understood to be planning to play a significant role in the sales process, and to expect to learn the value of its rights in individual territories, where it hopes to forge direct relationships with broadcasters. All contracts will be cosigned by the federation and MP & Silva. As a marquee sports property, we believe that we should now be exploring an individual market-by-market approach, particularly in the larger markets, Grach said. We are moving towards a fully digital landscape in Europe and this opens up a lot of possibilities
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By Kevin McCullagh 3 June 2011 Volume 15 Issue 10
frEnch dEal thE firSt StEp in al JazEEraS gloBal StratEgy
Al Jazeeras surprise acquisition last week of the global rights to the French football league is understood to be the first step in a characteristically aggressive move into the sports-rights business. The Qatar-based satellite broadcaster paid about over six seasons, or per year, to snatch the rights from incumbent rights agency Canal Plus Events. Al Jazeeras move into the rights-trading business has still taken many in the industry by surprise. One agency executive said that the development would be welcomed by sports rights-holders. It was the habit of Al Jazeera as a broadcaster, he said, to pay over the odds. He expected that any agency business operated by Al Jazeera would adopt the same approach. Al Jazeera is understood to have plans to expand its footprint into North Africa and other neighbouring territories. In the longer term it is said to be targeting the US and Mediterranean Europe. The Middle East and North Africa were the two regions which provided Ligue 1 with its biggest overseas rights fees in the current cycle. Al Jazeera pays around $ per year in the Middle East. Pay-television operators Supersport and Canal Plus Horizons pay a combined per year in sub-Saharan Africa. Al Jazeera beat competition from current international rights distributor Canal Plus Events and another agency, the Sportsman Media Group, to secure the deal to distribute Ligue 1s international rights in the six seasons from 2012-13 to 2017-18. The deal was a major surprise for two reasons. First, Al Jazeera is not thought to have previously bought worldwide rights
for any major sports property. Second, Canal Plus Events was widely expected to be confirmed as the leagues international rights distribution partner for the four seasons from 2012-13 onwards. Canal Plus had an eight-year deal with the league, beginning in 2008-09, that included a break clause for the league after four seasons. It was this clause that allowed the league to sign with Al Jazeera. The league has viewed the first half of the Canal Plus deal, from 2008-09 to 2011-12, as successful. Its international rights fee revenues have increased from around in 2007-08 the last year of the previous international rights cycle to around in 2011-12. The league said this week that Al Jazeera made a better financial offer than its two rivals and also presented impressive plans for the international distribution of the rights, although it declined to go into detail on what the plans involved. Canal Plus is understood to have made an improved offer after the league notified it that there were two other agencies in the running, with a higher minimum guarantee and a bigger share for the league of the revenue above the minimum.
By Kevin McCullagh 22 April 2011 Volume 15 Issue 8
BUndESliga targEtS parity with SpaniSh and italian lEagUES
Germanys football league, the Deutsche Fussball Liga, said this week that it was aiming to close the gap in international rights revenue on Italys Serie A and Spains La Liga. Given that the league currently earns only per season from its international rights compared with La Ligas income of about and Serie As income of over , it would appear to be an ambitious project. But the league is confident. Our mid to long-term perspective is that we can come to an equal situation with Italy and Spain, Jrg Daubitzer, the managing director of DFL Sports Enterprises, the leagues commercial arm, told TV Sports Markets. He would not say how long the league needed to reach its
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target but said the next rights cycle and the following one will give us an idea. Daubitzer said that broadcasters were telling the league that the entertainment on offer in the Bundesliga is more than competitive with that provided by Serie A and La Liga. All we need is some time to bring the financial aspect to the same level, he said. Daubitzer also said that the league planned to increase the amount of sales handled by its in-house team. The German league is so far the only major European league which has followed, albeit partially, the example of Englands Premier League in taking the rights in-house. But thats where the similarity ends, according to Daubitzer. We do not compare ourselves with the Premier League; it is in a different financial dimension, he said. The English league earns around times as much from international rights as its German counterpart. The DFL is aiming in the 2012 to 2015 cycle for growth of well over per cent on the average per year it earns in the current cycle. Escalating fees during the course of contracts in the current cycle mean it will earn over in 2011-12. With just seven deals concluded for the next cycle, the league has already reached per cent of its revenue target. Double-digit growth would, however, represent a slowdown. The income in the 2009-12 cycle is up per cent on the per year earned by the league between 2006 and 2009. That amount was up by per cent on the or so per year the league earned in a deal for its global rights with the Sportfive agency for the period 2004-05 to 2005-06. Daubitzer said the league was unlikely to change its kick-off times, as other leagues have done, to create slots for live coverage which would be more attractive to broadcasters in distant time zones. The league does not want to move too far away from traditional kick-off times in case it antagonises stadium-going fans. The league currently sells three packages of rights to agencies and handles everything else in-house. It earns about per season from the agency deals and the remaining to from in-house sales. In the next cycle, the league will take over more territories. It has recently
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done two direct deals one in Israel with pay-television broadcaster Charlton and one in a south-east Asian country, which it declined to identify which were covered by agencies last time. The league is understood to have met broadcasters at last months Sportel trade fair in Hong Kong, to see which territories were the most fertile for direct sales. The direction is to do more on our own, Daubitzer said, but that does not mean we are not open to speaking to agencies in markets where it would be useful for the league and where it does not interfere with our strategic goals.
By Kevin McCullagh 8 April 2011 Volume 15 Issue 7
SponSor proBlEm SpUrS zdf to pUt down morE monEy
An aggressive second-round bid from ZDF, the German public-service broadcaster, enabled it to snatch the free-to-air rights for the Uefa Champions League from commercial broadcaster ProSiebenSat.1 this week, and reignited the debate in the country about the responsible use of licence fee money. ZDF increased its bid from between and per season in the first round to a winning sum of between and , leaving Sat.1 trailing with its second-round bid of under . Commercial broadcaster RTL was knocked out in the first round after entering a low bid. The deal gives Uefa a fee increase of at least per cent on the per year paid by Sat.1 in the current contract. The rights were sold by Team Marketing, Uefas agency partner. ZDF has acquired the rights for one live match per round from the Champions League, including the final, as well as highlights rights. It also acquired live rights for the Uefa Super Cup. The deal covers the 2012-13 to 2014-15 seasons. The rights are the same as those held by Sat.1 under the existing deal, from 2009-10 to 2011-12. ZDF justified the big spend by pointing to the popularity of football, the importance to German viewers of watching their teams
compete in European tournaments, and the channels need to attract younger viewers. ZDFs audience is generally older than that of Sat.1 and other commercial broadcasters. However, there were other factors at play behind its aggressive bidding. ZDF is understood to be compensating Uefa for the fact that it will not be able to give the Champions Leagues sponsors full exposure. Regulations expected to come into force in January 2013, will prohibit ZDF from showing the idents or other messages of Uefas sponsors during any coverage after 8pm. Champions League matches usually kick off at 8.45pm local time. There are several factors, however, apart from the higher rights fee, that help mitigate the loss of sponsor airtime. The sponsors will be visible on hoardings around pitches during matches, and the broadcasts will be otherwise clean of advertisers ZDF cannot air advertisements after 8pm. ZDF and Uefa are also discussing alternative ways of creating exposure for sponsors. One of the options being considered is giving the sponsors greater coverage in Champions League preview programmes broadcast before 8pm. There was some surprise among industry executives that Sat.1 did not put up a stronger challenge for the rights, as the Champions League is regarded as highly important content for the broadcaster. But others say that there were good reasons for Sat.1 not to go any higher in its second-round bid. German television experts argue that any commercial broadcaster would struggle to refinance the rights from advertising revenue if the fee was per year. anywhere over Uefa also secured a -per-cent increase in its fee for the pay-television rights for the Champions League, as News Corp-owned Sky Deutschland renewed its existing deal for another three seasons. Sky is paying about per season in the new deal, compared to at present, for live rights for all matches. The fact that four German teams will compete in the competition from the 2012-13 season onwards, up from three at present, helped to boost the fee. With the free-to-air rights covering only one match per week, Sky is likely to have more exclusive matches featuring German teams.
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Sat.1, the incumbent rights-holder in a deal worth close to -per-year, is thought to have made only a token bid preferring to focus on the Champions League. There was little interest from other broadcasters. Talks are understood to be continuing between broadcasters and Team. Some experts said that with Sat.1 having missed out on the main prize, it may now bid on the rebound for the second-tier competition. Sky renewed its pay-television rights for the Europa League, paying what is thought to have been a hefty increase in the per season that the broadcaster is currently paying.
similar amount to Corinthians for its media rights. Commercial broadcaster Record offered both clubs R$ per year just for the free-to-air rights early this week. Globo is favourite to secure all the rights because of its greater audience share which enables the clubs to maximise the value of their sponsorship deals. One expert predicted that Globo will sign Flamengo and then the rest of the clubs will fall like a house of cards.
Brazilian clUBS will fall likE a hoUSE of cardS to gloBo

By Dan Horlock 25 March 2011 Volume 15 Issue 6
By Frank Dunne 11 March 2011 Volume 15 Issue 5
UEfa SplitS Up livE rightS to try to Split tf1 and m6
Globo, Brazils biggest media group, this week acquired the rights of eight clubs from the national league, Campeonato Srie A, with some experts predicting that the broadcaster will shortly snap up the remaining clubs. The deals agreed were: Corinthians at R$ ; Fluminense, the current league champions, at R$ ; Grmio at R$ ; Botafogo at R$ ; Cruzeiro at R$ ; Coritiba at just above R$ ; Santos and Vasco da Gama at around R$ . All amounts are per season, with contract lengths ranging from three to four years. Globo has also acquired the rights to second division clubs Goias, Sport Club do Recife and Vitria. The media rights contract for the Campeonato expires at the end of this year. Clube dos 13, the organisation which had previously represented the top 20 football clubs in Brazil, issued a tender in mid-February, which it has now cancelled, although it maintains that 15 clubs have signed up to a free-to-air rights agreement with commercial channel Rede TV. Globo and rival broadcaster Record refused to take part in the tender and conducted individual negotiations. Clube dos 13 has asked the national competition authority to intervene. It is understood that the biggest club in Brazil Flamengo has requested a
Uefas new tender for the French media rights to Euro 2012 and Euro 2016 was described as astute by broadcasters, who believe that the governing bodys priority is to force commercial broadcasters TF1 and M6 to bid against each other. Uefa tried, and failed, to sell the rights in France to Euro 2012 early last year. It received only a joint bid from TF1 and M6 half of what the two broadcasters paid in a joint deal for Euro 2008. Uefas decision last May to award the hosting of Euro 2016 to France gave European footballs governing body an extra card to play in negotiations, by being able to leverage the value of the 2016 event across 2012. In all other markets, Uefa is selling Euro 2012 on its own. However, Uefa Events, the subsidiary selling the rights, has gone further than simply putting two tournaments on the market together. It has split the rights to both competitions into multiple packages, adding strict conditions about the bidding. Broadcasters cannot acquire one of the two packages of live rights for 2016 without bidding for one of the three 2012 live packages. Joint bids for individual packages are not allowed. Some broadcasters are assuming that because the tender does not expressly forbid sub-licensing that they can sub-license rights if they win more than one package. However, other sources say that it would not be a safe assumption and that Uefa may be deliberately keeping some aspects of the tender open to be able
to react pragmatically to the bids. The highlights package cannot be acquired exclusively as a standalone package. Uefa will sell the package either non-exclusively as a standalone package or exclusively as a supplementary package to a live deal. I think it is clever, a director at one broadcaster said. What Uefa wants to avoid is the situation where they are on one side of the table and TF1 and M6 are together on the other side. But I am not sure that it will be successful. If the two broadcasters want to collude about which packages to bid for they still can do. I also wonder whether there are competition law problems in eliminating from the bidding broadcasters who are only interested in 2016. The risk for TF1 and M6 is that the three 2012 packages are all small enough to enable state broadcaster France Tlvisions or pay-television broadcaster Canal Plus to acquire one or more. Some experts believe that the third and least valuable package is specifically targeted at France Tlvisions, which in the past has been happy to acquire small packages of matches from top football tournaments through sub-licensing deals with TF1 or M6. Even if they agree not to compete, M6 and TF1 cannot be sure of winning all four packages between them without putting down a reasonable amount for each package. The fact that the smaller event, Euro 2012, which has only 31 matches, has been split into three live packages but the 51-match 2016 event into only two, shows where Uefas real problem lies, experts say. Uefa will be confident that TF1 and M6 will pay a very big amount for 2016. But they need to find a way to get another to out of them [above the bid] for 2012, one broadcaster said. Another major difference since Uefa last went to market is that the recession appears to be over and the advertising industry is bouncing back vigorously. Last month, TF1s head of sports rights acquisitions, Laurent-Eric Le Lay, said that he had warned the big sports federations that the amounts reached in the past cannot continue to grow indefinitely. In renewing its deal with the French football federation from 2011 to 2014 late last year, TF1 secured a 20-per-cent discount, with the price per match for Frances home games dropping from to .
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advertiser profiles
cOmpany prOfiles and cOntact details prOvided by the advertisers in the spOrtel briefing
BBC WoRlDWiDE BBC Worldwide, the BBCs commercial arm, manages various media businesses worldwide: operating businesses - Channels, Content & Production, Sales & Distribution, Consumer Products, Brands, Consumers & New ventures and Magazines. It maintains the BBCs value and integrity, combining all the commercial skill and acumen, flexibility, knowledge and strength of a major global corporation. BBC Worldwides Sales & Distribution business is the largest distributor outside of the US studios and we distribute sport programming, live events and archive internationally. bbcworldwidesales.com and bbcmotiongallery.com visit us at Sportel stand H18-19 to find out more.
DFl SPoRTS EnTERPRiSES DFL Sports Enterprises is responsible for all domestic and international sales of commercial rights of the Bundesliga. The sales activities are divided into three lines of business: Audiovisual rights, Sponsoring & Licensing and Media & Advertising Sales of Bundesliga-own platforms. DFL Sports Enterprises is a 100% subsidiary of the DFL Deutsche Fuball Liga. DFL officially represents all 36 football clubs of the German League Association and is the pivotal element in German professional football.
EuRoDaTa Tv WoRlDWiDE Eurodata Tv Worldwide is the leading international Tv audience research and market intelligence company providing Tv ratings and objective and independent analysis and insight on sport and entertainment audiences. Part of Mediametrie, the French peoplemeter operating institute based in Paris, the company is working with some of the sports worlds leading names. Contact: Louis Mauran Head of Sport Services T: +33 (0)147 583 656 E: lmauran@eurodatatv.com www.eurodatatv.com FiM The FIM (Fdration Internationale de Motocyclisme) founded in 1904, is the governing body for motorcycle sport and the global advocate for motorcycling. It is recognised as the sole competent authority in motorcycle sport by the International Olympic Committee (IOC). Among its 50 FIM World Championships the main events are MotoGP, Superbike, Endurance, Motocross, Supercross, Trial, Enduro, Cross-Country rallies and Speedway. The FIM also deals with non-sporting matters such as leisure motorcycling, mobility, transport, road safety, public policy and the environment. Contact: T: +41 22 950 95 00 E: marketing@fim.ch www.fim-live.com
EuRoSPoRT EvEnTS Eurosport Events is the event management arm of the Eurosport Group. It is a specialist division in the organisation, management and promotion of international sporting events. Eurosport Events is today involved in several prestigious motorsport series. These include the FIA World Touring Car Championship (WTCC) and the Intercontinental rally Challenge (IrC). Eurosport Events is also involved in equestrianism with the Global Champions Tour and the Saut Herms. Eurosport Events deals with many aspects of events management. These can range from Tv production to media rights distribution (via Eurosport Groups own media and through sublicensing), as well as the sale of the marketing rights and international communications. Contact: Lorraine Deloison, T: +33.1.40.93.80.00 E : ldeloison@eurosport.com www.eurosportcorporate.com
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1 Sport
2 Wheels
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gloBo Tv SPoRTS Globo Tv Sports is a Tv Globo division, responsible for the distribution of Brazilian sporting events around the world, including football championships, stock car, futsal, volleyball and marathons. Under the Brazilian Magic Football brand the best championships are transmitted live ready to air, fully produced in English in SD or HD. visit us at stands I14 I15. Contact: Bruno Guerra Sales Executive T: +55 (11) 5112 4359 E: bruno.guerra@tvglobo.com.br globotvsports.com
iEC in SPoRTS Company Activity: Sports Television IEC in Sports is a sports media agency with offices in Europe, Middle East, Asia and Oceania and part of Lagardre Unlimited. The core business of IEC is the global distribution of broadcast of events in Summer Olympic sporting disciplines and football. IEC represents the media rights for over 300 international sporting events annually, delivering these to 150+ broadcasters across the globe. IEC also customizes sports television productions, including live host broadcasting, transmission services, state-of-the-art editing and voiceover capabilities. In September 2011, IEC successfully delivered the IAAF World Athletic Championships to over 100+ territories across Europe and Africa. www.iec.se
iMg MEDia IMG Media is the worlds largest independent distributor and producer of sports programming. The company distributes all forms of media, including 20,000 hours of content to major global broadcasters every year, and has handled productions for the worlds most popular events. Learn more at: imgworld.com and imgprogramming.com Contact: Adam Kelly T: +44 20 8233 7603 E: adam.kelly@imgworld.com
inFRonT SPoRTS & MEDia Experienced, innovative and with a reputation for delivering high quality services to its clients, Infront Sports & Media is one of the leading sports marketing companies in the world. As a major distributor and producer of top live sports content, Infront offers exclusive access to first class international football rights, most FIS World Cup events, the IIHF World Championship, the FIM Superbike World Championship, the EHF EUrO and the CBA Professional League amongst many others. Infront - Our experience. Shared passion. Your success. visit us at Sportel - stand E01, E02, E03, E13, E14, E15 www.infrontsports.com
8 colori - positivo
i colori
RCS SPoRT
LOGO A COLORI Il logo RCS Sport secondario e il logotipo a colori sono composti in due cromie: in versione positiva da due blu, mentre in versione negativa, dal blu e dal bianco.
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rCS Sport is the only consultancy unit able to fully understand the power of sport and how to place it at the service of our partners, by offering a complete range of specialised services and a portfolio of top-level sports rights. rCS Sport is a leading One Stop Shop partner, able to provide clients with the know-how and skills to develop the endless opportunities offered by the world of sport. rCS Sport is: sponsorship rights, media rights, account management solution, operational services,/ communication, RCS Sport branding style guide il logo media planning, sports management training, ticketing, talent management, corporate hospitality, venue dressing.
colori - negativo
E: marketing.sport@rcs.it
Based in Monaco, the IAAF is the world governing body of the sport of athletics. Established in 1912 and now made up of 212 Member Federations around the world, the IAAFs main mission is to promote the sport of athletics and its values as a lifeaffirming and life-enhancing activity and its role as the compiler and enforcer of official rules and regulations as well as world record lists. The IAAF encourages participation in athletics at all levels throughout the world regardless of age, gender or race. The number one sport of the summer Olympic Games, the IAAF is particularly proud of its programmes for competition, development and marketing as well as its commitment to fair play.
PANTONE 293C PANTONE 296C BLU 1 Bianco cyan 100% magenta 60% PANTONE 293C
cyan 100% magenta 70% nero 50%
30 TVSPORTSMARKETS
Bundesliga THis is FOOTBall.
a DFL Deutsche Fuball Liga company

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SPORTEL BRIEFING

monaco October 2011

SportBusiness International No.165 03.11 1 TVSPORTSMARKETS

Frank Dunne Editor TV Sports Markets

Making the headlines

percentage of total spend on tv sports rights in top five european markets

olympics (2010 and 2012)*

the big debate

JuliEn BERgEauD Director of Programmes anD BroaDcasting, eurosPort

THoMaS MaRTEnS ceo, triumPh meDia grouP

BEn SPEigHT heaD of sPortBusiness inteLLigence, sPortBusiness grouP

The Top 10 deals of 2010-11

TOP TEN DEALS OF 2010-11

SHARING THE BIG MOMENTS

Infront Our experience. Shared passion. Your success.

other sports more popular

Contact: Louis MAURAN, Head of Sport Services

New schools of thought

TV RIgHTS DEALS FOR THE POWER SIX uS COLLEgE CONFERENCES

$1.86bn* esPn $825m $1bn $200m cBs esPn esPn

Contact: www.iec.se Tel +46 8 666 04 02

By Dan Horlock 15 July 2011 Volume 15 Issue 13

SBS SwoopS for SportS Big two

By Kevin McCullagh 17 June 2011 Volume 15 Issue 11

EBU loSES frEnch opEn on frEE-to-air promiSES

By Kevin McCullagh 3 June 2011 Volume 15 Issue 10

frEnch dEal thE firSt StEp in al JazEEraS gloBal StratEgy

By Kevin McCullagh 22 April 2011 Volume 15 Issue 8

BUndESliga targEtS parity with SpaniSh and italian lEagUES

By Kevin McCullagh 8 April 2011 Volume 15 Issue 7

SponSor proBlEm SpUrS zdf to pUt down morE monEy

World Class Live Events Quality Programming Sport Archive

Brazilian clUBS will fall likE a hoUSE of cardS to gloBo

By Frank Dunne 11 March 2011 Volume 15 Issue 5

UEfa SplitS Up livE rightS to try to Split tf1 and m6

cyan 100% magenta 70% nero 50%

Bundesliga THis is FOOTBall.

a DFL Deutsche Fuball Liga company

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