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MUMBAI:
For local sports federations hoping to run a strong business,
here are some words of advice. Invest well in the clubs and
have a strong relationship with a broadcaster that works like
a partnership.
This
is how the English Premier League (EPL) has found success
since the FAPL was formed back in 1992. Its latest deal with
British pay TV service provider Sky and Setanta fetched it
1.7 billion pounds. Overseas the rights went for around 700
million pounds, half of which came from Asia. In fact the
Asian bidding process took eight hours.
However,
it was quite a journey to get there as narrated by FA Premiere
League head international broadcasting and operations Phil
Lines who was speaking at the Brandscore sports marketing
forum.
The starting point, Lines said, was in 1989. English soccer
reached its lowest point when 100 fans died in a tragedy during
a FA Cup semi final. At that time the stadium facilities were
poor, hooliganism was rife and English soccer took a long
hard look at itself. It realised that it needed a more professional
structure. It was decided that a Premiere League would be
established and the clubs signed rules governing the league.
It was also decided that the league would negotiate its own
broadcast and sponsorship terms. The clubs at that time did
not get much money through this route.
The FAPL came into existence in 1992 which was also the year
when Sky Sports launched.
Lines
gives credit to Rupert Murdoch for having the vision to see
that soccer would be huge in the UK. 191 million pounds was
what the first contract that Sky had with the league was worth.
"Sky
revolutionsed how soccer is covered in the UK with features
like close ups. Due to their investment, the clubs are able
to spend money on facilities and infrastructure as well as
getting in top overseas players. This is something that Sky
understands which is why it pays us more each time the deal
comes up for renewal, although it has successfully managed
to keep competition at bay. We have had trouble with the regulators
on several issues including the fact that soccer should not
onl6y be on free TV. The fact though is that earlier when
it was on free TV not many matches were shown live,"
Lines said.
The
league has 341 overseas players compared to 1992 when there
were less than 100. EPL is now being seen in 200 countries.
"We are seeing Japanese, Korean players participate in
the league and I am hopeful that Indian players will also
take part in the future. The game has over the years become
more fast and masculine. A lot of matches are played in front
of capacity crowds," Lines added.
What
has also helped the league has been the fact that English
clubs started doing well in European competitions after the
FAPL was established.
For
instance Liverpool won the Uefa Cup. Sky paid 617 million
pounds in 1997. In 2001 the figure crossed one billion. In
2001 the league added 40 pay per view matches and in 2004
it was decided to consolidate this and have 138 matches. The
league has also benefitted from the fact that new platforms
have come up. Telecom firms now compete with traditional broadcasters
for EPL rights.
Till
2003 the league had an agency to sell rights. Now
it has started selling directly to the broadcasters.
The
league sells clips of matches in a separate deal. In order
to be a solutions provider, it also does shows. A new one
added this year is called Premiere League World.
Barclays
has been sponsoring the league for nine years. The production
unit IMG has been with the league for several years now. This
has contributed in a big way to the solid ground on which
the league stands today, said Lines.
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