English Soccer’s Global Reach Scores Big
The lucrative Premiership’s international stars make for marketing opportunities the world over, and the EPL is equal gaining fast on the NFL
by Mark Scott
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Every weekend from now till next May, teams from the English Premier League (EPL) will battle it out in arguably the world’s utmost prompted by emulation soccer championship. Across Britain, fans will flood into local pubs to down a few pints under which circumstances hoping to catch a moment of brilliance from their darling superstars, such as Cristiano Ronaldo of Manchester United or Didier Drogba of Chelsea FC.
What’s surprising, though, is that this scene—less, perhaps, the authentic British pub—is replicated week in and week out all over the world, from Texas to Thailand. The global seek reference of the case of England’s "Premiership," coupled through lucrative global broadcasting agreements, has made the EPL an relating to housekeeping juggernaut. Already outstripping other European soccer leagues in revenues and viewership, the Premiership is at this time gaining on America’s National Football League (NFL) and National Basketball Association (NBA) by capitalizing on soccer’s place as the world’s dear entertainment.
Since its inaugural season back in 1992, the EPL has grown from a minnow into a whale. According to Deloitte Consulting, the Premiership’s total receipts this season from TV rights, ticket sales, and merchandising should top $3.6 billion—up tenfold from that time its first tickle 16 years past. That far exceeds its nearest rival, the German Bundesliga, that is expected to pull in just over $2 billion this year.
"The Premiership really has gone from strength to strength," says Pete Hackleton, London-based senior manager at Deloitte’s Sports Business Group. "Increasing broadcasting revenue has been the greater reason during the term of the league’s success."
Team SpiritOne advantage the Premiership enjoys athwart other European soccer leagues is that it negotiates broadcasting agreements collectively. (Elsewhere, TV deals are usually agreed put on a club-by-club basis.) That has given the EPL greater clout in dealing with the likes of News Corp. (NWS) units Fox Sports and British Sky Broadcasting (BSkyB) (BSY). The Premiership recently struck a three-year, $2.6 billion deal with BSkyB, as well as a separate $730 million agreement through Irish broadcaster Setanta. Other deals around the world account for a furnish of the league’s roughly $1.8 billion in annual broadcasting revenues. All told, EPL games are serviceable to 600 million homes in 202 countries.
While the EPL still doesn’t match the NFL’s annual $3.7 billion haul from broadcasting rights alone, soccer’s global appeal likely gives the Premiership greater degree room for growth. Currently, the EPL’s overseas TV rights equate to a mere 16¢ per viewer, compared with $2.60 in Britain. That affords plenty of opportunity to increase broadcast revenues—especially in Asia. The traditional early afternoon start instead of English games falls during prime time viewing hours in many soccer-mad Asian nations.
"The time works out great for Asia, which is by in great part the largest potential market compared by Africa and the Americas," says Deloitte’s Hackleton.
Foreign InvestmentThe in posse for lucrative TV deals also has attracted foreign investors who have shelled out millions for more of the EPL’s highest-profile clubs. The best known is Russian billionaire and tabloid favorite Roman Abramovich, who bought London’s Chelsea FC in 2003.
Original text: http://rss.businessweek.com/~r/bw_rss/asiaindex/~3/372013168/gb20080821_987707.htm
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