Sony Pixel Power calrec Sony

Is sports broadcasting becoming too commercial?

20/05/2022

John Griffiths, chief commercial officer at Spicy Mango, takes a look at the sports broadcasting landscape and why segmented subscriptions are likely to be the future of sports consumption

By Contributor

Published: May 20, 2022 Updated: May 23, 2022

John Griffiths, chief commercial officer at Spicy Mango, takes a look at the sports broadcasting landscape and why segmented subscriptions are likely to be the future of sports consumption

target=_blank title=Share on LinkedIn class=share-linkedin>

Sport as an entertainment genre like film or TV has been emerging for a couple of decades, especially here in Europe. Once Sky started to pay big money for exclusive TV rights for the Premier League the landscape changed. Sports like rugby turned professional for the first time and tried to compete, initially unsuccessfully, with football for a share of the cash and audience.

However, now private equity and other investors have spotted the underperformance in terms of commercial value for some sports, their investments are beginning to show the direction of travel to maximise that untapped value.

The question though, is it all good for the sport and the fans? A recent example of this is in rugby, and specifically the English Premiership. Channel 5 was the home of the weekly highlights show until their contract was not renewed for this current season, meaning that the only way to watch the Premiership was through BT Sport, the sole holder of the live rights and highlights. Then came an announcement in January 2022 that the Premiership Rugby will return to free-to-air with ITV with a new highlights show and they will show four live matches this season as well as the season final in June, live on ITV4.

Premiership Rugby chief executive Simon Massie-Taylor said: Our ambition is to grow the game and make Gallagher Premiership Rugby available to as many people as possible. BT Sport have done an amazing job in building the core Premiership Rugby TV audience and the ITV partnership allows us to expand our reach into the households of millions of other rugby fans. This season our average match audience on BT Sport has risen 30 per cent year on year, which shows the potential.'

We also want to make the Gallagher Premiership Rugby Final 2022 the most-watched in our history and we believe we can achieve that with the match screened on both ITV4 and BT Sport. A phenomenal proposition for English club rugby's showpiece occasion.

Despite the good news that ITV is now bringing regular free-to-air coverage of top-level club rugby to viewers across its platforms, there are other aspects to consider about the future of rugby and sports in general.

What about other sports? We can also consider the English and Wales Cricket Board's (ECB) new competition that rolled out in the summer of 2021, The Hundred. A new format of the game, not dissimilar to Twenty20 that launched in 2003. The aim of this new format was to attract new audiences both attending live and watching on free to air broadcast TV on the BBC.

Why, if the revenue from selling media rights to subscription TV platforms has been so good for so long, do these major sports and their commercially focused investors now feel the need to reach a wider audience on free to air TV?

The answer lies in the fact that whilst selling media rights to pay-TV has brought much needed investment and stability to these major sports the viewing audiences are relatively small. The knock-on effect is that a whole generation of young people have missed out watching these mainstream sports and consequently have not had heroes to admire and imitate in their back gardens and on into local clubs and the development pathways.

It feels as though there has been an awakening that in the not-too-distant future unless a new audience can be engaged there will be no new TV money as subscriptions dry up and media values decrease.

A welcome return to free to air So it is with some optimism that more sports are now being made available on free-to- air platforms. For those fans who become more engaged they will have a choice to pay more if they'd like to watch more of game and matches by taking out that pay-TV subscription.

When a fan is ready to pay more for this exclusive content then broadcasters will need a broader engagement strategy to deliver them what they want, where they want it and when they want it. Choice and flexibility are key to winning that fan's share of wallet when it comes to where they spend their subscription pounds or dollars.

In particular, cricket and rugby, have already acknowledged that audience attention spans are shorter and have developed short format versions of their sports to address this.

This is not just a millennial issue, all of our attention spans have changed to be shorter but across many more entertainment channels. We can so easily be drawn down the rabbit hole of Instagram, TikTok or YouTube watching short videos on our favourite topics for hours.

Broadcasters have to find a new ways to interrupt these random distractions and create a compelling narrative to entice fans in, for the initial short form and then into longer programming. However, it's all about the what, when and where. Content snacking on the move with short 3-5 min highlight reels linking to longer 10-15 mins packages all available online and a 60 min broadcast package for free to air TV.

The live experience can be made premium through subscription. F1 and Sky have done this well by providing a deeper fan engagement experience for subscribers with multiple camera angles, additional data not available to the casual viewer watching a shorter highlights show on free to air broadcast.

Evolution or revolution? Fan engagement is a long-term play for sports and clubs. There has been a shift in fan attitudes towards watching sport on digita
LINK: https://www.tvbeurope.com/business/is-sports-broadcasting-becoming-too...
See more stories from tvb

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

09/10/2026

Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026

September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026 New Sports Intelligence helps providers better unders...

07/10/2026

Dalet Flex LTS Delivers Smarter Media Operations from Ingest to Distribution

Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...

23/09/2026

Study: Renewals for Streaming Shows Continue to Decline

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

Study: More Than 4 in 10 U.S. Adults Own or Are Interested in Smart Glasses

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

Television Critics Association Revises Bylaws to Address AI

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

eX Celebrates Completion of Holland Mich. FTTP Network

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

Gray Media Renews Ohio Valley Conference Deal

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

QuickLink StudioPro Powers Next Generation Student Media...

Westminster Schools, a K through 12 school in Atlanta, Georgia with approximately 2,000 students, has transformed its student broadcast and digital storytelling...

23/09/2026

UK Pavilion Brings Leading British Technology to CABSAT a...

The 2026 edition of CABSAT and SATExpo may have a new home and dates in the diary, but it still retains a strong presence from UK companies in the GREAT Britain...

23/09/2026

Glensound marks 60 years with new audio developments at C...

Glensound will return to CABSAT with new developments in professional monitoring and Dante interfacing, alongside its established commentary, esports and parlia...

22/09/2026

Young Journalist Award 2026: Meet the Final 12

From Malaysia to Mexico and from DR Congo to Ukraine, this year's 12 finalists for the 2026 Thomson Foundation Young Journalist of the Year award tell extra...

22/09/2026

ESPN, Precision Lasers Light Up NHL Player Media Tour in Las Vegas

The annual preseason content-gathering event brought 36 NHL players to Las Vegas, where ESPN used 2.5 kilowatts of laser power and a motion-control camera syste...

22/09/2026

Neumann Introduces KK 104 A and KK 105 A Wireless Capsule Heads

Neumann has introduced the KK 104 A (cardioid) and KK 105 A (supercardioid) wireless capsule heads, succeeding the KK 204 and KK 205. The new capsules are compa...

22/09/2026

NFL and TMRW Sports Announce Pro Flag Showcase During Super Bowl LXI Week

The NFL and TMRW Sports have announced a new annual Pro Flag Showcase to be held during Super Bowl LXI week in Los Angeles. The event will feature top flag foot...

22/09/2026

Washington State University Unveils New Daktronics Video Board and Audio System at Gesa Field

Washington State University has unveiled a new end zone video display and audio ...

22/09/2026

SVG Sit-Down: Disney's Dave Johnson on ESPN's New 4K HDR Distribution Pipeline and What It Means for Super Bowl LXI and Beyond

Disney's SVP of Live Operations and Engineering details the technology behin...

22/09/2026

Cosm Promotes Mazen Alawar to SVP of Marketing, Alexis Scalice to VP of Cosm Studios

Cosm has announced two senior promotions. Mazen Alawar has been promoted to SVP,...

22/09/2026

Mississippi State University Extends Camera Relationship with KOKUSAI DENKI

Mississippi State University's University Television Center has purchased four KOKUSAI DENKI SK-UHD7000-S2 cameras since 2024, with plans to add two more, a...

22/09/2026

Net Insight Appoints Christine Kjellvard as Interim CFO

Net Insight has announced that Christine Kjellvard will assume the role of interim Chief Financial Officer on November 1, 2026. Kjellvard has previously held in...

22/09/2026

Net Insight Launches Zyntai TimeNode Access PTP Grandmaster for Edge Sites

Net Insight has announced Zyntai TimeNode Access, a compact PTP Grandmaster designed for distributed edge sites. The product carries secure, precise time across...

22/09/2026

The Weight Explores the High Cost of Freedom in the Depression Era

Sam Hazeldine, Austin Amelio, Padraic McKinley, Julia Jones, and Ethan Hawke attend the premiere of The Weight at The Ray Theatre on January 26, 2026, in Park...

22/09/2026

Avalanche Tones introduce Noise Suite

Second high-gain tone plug-in released Following on from their debut release, Chainsaw Suite, Avalanche Tones have announced the launch of their second plug...

22/09/2026

LW6 wireless headphones from Lewitt Audio

Uncompressed audio with below 6ms of latency Lewitt's have just introduced their first pair of headphones which, despite being aimed primarily at studio...

22/09/2026

Neumann launch the KK 104 A & KK 105 A

Two new capsule heads for Sennheiser wireless systems Neumann have announced the upcoming launch of the KK 104 A and KK 105 A, a pair of new premium condens...

22/09/2026

Apogee Plugins Are Moving to Plugin Alliance

Apogee Plugins Are Moving to Plugin Alliance We're excited to share an important update about the future of Apogee plugins. Apogee plugins are moving to Pl...

22/09/2026

SipRadius honored with a Technology And Engineering Emmy...

Parkland, Florida, US, September 22, 2026: SipRadius, widely recognized for making content processing and connectivity secure and seamless, has been honored wit...

22/09/2026

VanityFilter 3.1.5 adds project files and adjustable protection around lips, brows and ears

VanityFilter 3.1.5 adds project files and adjustable protection around lips, bro...

22/09/2026

Chile's TV+ Modernizes Broadcast Operations with Blackmagic Design

Chile's TV Modernizes Broadcast Operations with Blackmagic Design Brie Clayton September 22, 2026 0 Comments URSA Broadcast G2 brings versatility...

22/09/2026

OWC Shares Sneak Peek at Amazon Prime Big Deal Days Pricing

OWC Shares Sneak Peek at Amazon Prime Big Deal Days Pricing Brie Clayton September 22, 2026 0 Comments Image courtesy of Deposit Photos Business and ...

22/09/2026

Berklee's First Homecoming Block Party Brings Alumni Home for Global Music Festival

Berklee's First Homecoming Block Party Brings Alumni Home for Global Music F...

22/09/2026

New TVU Pocket Offers Broadcast Features In Phone-Sized Unit

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

Operative Launches Unified Platform for Advertising and Broadcast Management

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

Element Launches New TiVo-Powered Smart TVs in the U.S.

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

NOAA Taps Tomorrow.io for Improved U.S. Weather Forecasts

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

Gray Media Promotes Tim Maloney to GM and Director of Sales at WBKO

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

Reports: Paramount Reaches Settlement with State AGs in Antitrust Suit

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

New Research Lays Out Streaming Services Best Defense Against Churn

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

Sinclair Expands The National News Desk

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

Paramount Settles Antitrust Lawsuit over WBD Merger

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

U.S. Broadband Industry Investment Hits $92.6 Billion

Share Copy link Facebook X Linkedin Bluesky Email...

22/09/2026

At AI Day Singapore, NVIDIA and Partners Showcase AI Advancements Across Southeast Asia

NVIDIA AI Day Singapore, which takes place Sept. 22-23 at the Raffles City Conve...

22/09/2026

Sky commissions Tupac murder trial documentary from Passion Pictures & Propagate Content

From Academy Award-winning Passion Pictures and BAFTA-winning director Marian Mo...

22/09/2026

Wi-Fi, phones and power lines: understanding EMF exposure

Whether it be from the sun or from our phones and other devices, we are all exposed to electromagnetic radiation in some shape or form. With the dramatic growth...

22/09/2026

Comscore's latest AI Intelligence Report Shows Competition Intensifying as Claude and Gemini Gain Ground on ChatGPT

Comscore's latest AI Intelligence Report Shows Competition Intensifying as C...

22/09/2026

The Factory-X Project Sets Standards for Data Sovereignty in Industry

The Factory-X Project Sets Standards for Data Sovereignty in Industry Arvato Systems Brings Digital Sovereignty to Industrial Practice Factory-X Successfully...

22/09/2026

Apple opens Apple Music Hall, a\u00A0state-of-the-art live music venue in London - PRESS RELEASE - Posted on 21 September 2026

LONDON Apple today announced the opening of Apple Music Hall, a brand-new state-...

22/09/2026

Young creativity across the island of Ireland takes centre stage as sixth RT This is Art! competition launches

RT , Creative Ireland and Shared Island Initiative ask young artists to respon...

22/09/2026

NVIDIA Isaac ROS 5.0 Advances Agentic, Open Source Robotics Development

To build and deploy sophisticated robotics applications that can perceive, reason and act in dynamic environments, developers need new physical AI models and to...