It doesn’t seem so long ago but, in reality, it was nearly a decade and a half. And in terms of media technology, that’s a lifetime.
But back then, at the first SportBusiness conference, held in central London, a 500 strong audience was held in thrall by a succession on internet pioneers, each of whom expounded on the the future of sports media
The vision they conjured up was of a world without geographical limits. A world in which more or less every sport was available live, on-demand as a result of the miracle that was, and remains, the internet.
Whether you were a fan of an obscure football team or a sport which simply didn’t get covered on mainstream TV, the internet would be there for you. All that mattered was that the promoter could find a way of making the production pay through - either through pay-per-view or advertising.
For a moment sports fans were able to forget the fact that internet access was clunky and unreliable and that picture quality was appalling. What mattered was that they’d seen the Promised Land… the sport you want, when you want it, wherever you are. If you wanted quality, then watch what the programmers decided you should see on TV.
Today things are very different. Widespread broadband access had changed the picture - literally. The pioneer’s dream is a reality and the recent deal between the Indian Premier League and Google to screen live action over the internet is perhaps the strongest indication yet that we have finally moved on to that Promised Land.
The deal, which will ramp up IPL sponsorship, will see the IPL and Google share advertising revenues. On the face of it is a Deal For Today, a win-win arrangement which will send out a clear signal to other sports.
The IPL deal will work because of the voracious appetite for Twenty20 cricket in markets around the world. But while it may provide inspiration for others, is it really appropriate for all-comers?
Here’s what our four experts think.
Andrew Croker, CEO, Perform: “Where the internet really adds value is for properties like the IPL, which is followed avidly in maybe two or three key markets.”
James Pickles, Editor, TV Sports Markets: “In general terms, rights holders are predisposed to take the biggest fee they can in any given territory and until the likes of Google/YouTube start making significant upfront guarantees for content, broadcasters will always be the best option.”
David Stubley, CEO, Sportent: “The beauty here is that not only does Google have a multi media capability when it comes to promoting the content; it can offer multi-media opportunities to sponsors and advertisers to underscore their association with the content.”
William Field, Partner, Prospero Strategy: “This deal may be its biggest so far but it is not a sign of Google entering the market for exclusive, top tier rights. That would that be completely counter to its business model.”
For the full debate see the latest edition of SportBusiness International published March 1.
