By Frank Leenders – FIBA Accompanying Video - https://youtu.be/L117FYUQW68 Sports properties are a unique form of content for the media industry and have been crucial contributors and beneficiaries from the development of Commercial Television, especially Pay TV during the last 25 years. Now, in a largely non-linear world with many new potential partners and entrants such as YouTube, Facebook, Twitter, Amazon Prime and Apple TV, there are is far more complexity. Questions frequently asked include: What is the outlook for sports and how can it benefit?; Will there be a “Netflix of sports”?; How can sports properties stay relevant for the millennials?; Is Free TV still the Holy Grail for exposure?

1. Is Content StillKing ?
The age of sports and the internet
The Rightsholders’ Perspective
Amsterdam, 13 june 2017
Frank leenders - director general fmms #SavageMKTG

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Rightsholders
Federations
Leagues
National
Next generation ?
#SavageMKTG

3. 3.
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The sports media system
Rightsholders
Media Partners
Fans/Viewers/Clients
Intermediaries
(Federations, Leagues, Clubs, Athletes, Promoters, etc.)
(Terrestrial, Cable, DTH, Telco)
(Channels & Platforms)
#SavageMKTG

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Direct connection?
Rightsholders
Media Partners
Fans/Viewers/Clients
Intermediaries
(Federations, Leagues, Clubs, Athletes, Promoters, etc.)
(Terrestrial, Cable, DTH, Telco)
(Channels & Platforms)
#SavageMKTG

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• “Live“
• Non-replicable
• Exclusive
• Cross-Border: no language barriers
Why sports is unique content?
Therefore
“Must Have Content“
in many cases
#SavageMKTG

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“Maximize exposure, optimize revenues“
What do rightsholders look for?
EXPOSURE REVENUES
#SavageMKTG

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EXPOSURE REVENUES
A wider “value perspective“
promotion sponsorship
• Longer-term view
• Exclusivity as challenge
• Value of Free TV today ?
#SavageMKTG

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The world used to be simple…..
Free TV
Public
#SavageMKTG

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The early 90s created competition….
Free TV
Public Private
#SavageMKTG

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And the later 90s created wealth…
Free TV
Pay TV
Public Private
#SavageMKTG

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Today the world is more complex than ever
Free TV
Pay TV
LinearWorld
Internet
Public Private
Non-Linear
World
#SavageMKTG

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Phases „2 and 3“ as golden age for rightstholders
• Thanks to the entry of Commercial Broadcasters, followed by Pay
TV and subsequently Telcos and Cable
• Big monthly bundles with expensive packages
What is the outlook for Phase 4 ?
• More players = More value ?
• Entry of „Juggernauts“ ?
• Disruption ?
In summary
#SavageMKTG

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What happens in phase 4?
• Unlimited content
• Short form & UGC
• Unbundling of packages
• More accountability
• No longer need for „schedule fillers“
• Second screen….becoming first screen
• High reach but fragmentation
• Transition period and mixed models (generations)
#SavageMKTG

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• Reduced production and distribution costs
• “Long Tail“
• Direct relationships and access to data (CRM)
• More media partnerships and outlets
• Stay connected with next generations
• D2C opportunities for certain rightsholders
Opportunities in the world of OTT & Internet
#SavageMKTG

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Why aggregators remain relevant
Know-how
Financial certainty
promotion
Brand name
Critical mass
#SavageMKTG

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• Revenues vs. Exposure……
• Demands for exclusivity
• Exposure:
• Target audience ?
• Social media revenues ?
• The interim phase: „the 2 world society“
Dilemmas for rightsholders
#SavageMKTG

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EXPOSURE REVENUES
Free TV Paytv
Is this still a paradigm for the future ?
Or is the new free tv?
#SavageMKTG

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“Must-Have” – Flagship Properties
Niche Sports
“Stuck in the middle”
Content categories - “winners and losers“
#SavageMKTG

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• Keep control…not just take the cheque
• Invest and not only harvest
• Product, promotion and programming
• Build up stars
• Use social media - opinion leaders & youtubers
• New formats (short form) and developments (e-gaming)
• Keep your shop window !
• Attract new audiences beyond hard-core
Advice for rightsholders
#SavageMKTG

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Never forget
“Winners
have a plan,
losers an
excuse“
#SavageMKTG

21. Thank you for
your attention
Frank leenders - director general FMMS
FIBA – Media and Marketing Services SA
Route Suisse 5
CH - 1295 Mies
Switzerland
Tel.: + 41 22 545 00 12
E-Mail: frank.leenders@fiba.com #SavageMKTG