{"id":579,"date":"2021-04-08T00:00:00","date_gmt":"2021-04-08T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/broadcast-disruptors-bulletin-rights-holders-becoming-rights-buyers-cameos-co-founder-on-monetising-personalised-athlete-content-and-the-dust-settles-at-last-on-serie-as-big-right\/"},"modified":"2022-03-18T15:55:18","modified_gmt":"2022-03-18T15:55:18","slug":"broadcast-disruptors-bulletin-rights-holders-becoming-rights-buyers-cameos-co-founder-on-monetising-personalised-athlete-content-and-the-dust-settles-at-last-on-serie-as-big-right","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-rights-holders-becoming-rights-buyers-cameos-co-founder-on-monetising-personalised-athlete-content-and-the-dust-settles-at-last-on-serie-as-big-right\/","title":{"rendered":"Broadcast Disruptors Bulletin: Rights holders becoming rights buyers; Cameo\u2019s Co-Founder on monetising personalised athlete content; and the dust settles at last on Serie A\u2019s big rights shake-up"},"content":{"rendered":"\n\n
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\n Apr 08, 2021 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

Broadcast Disruptors Bulletin: Rights holders becoming rights buyers; Cameo\u2019s Co-Founder on monetising personalised athlete content; and the dust settles at last on Serie A\u2019s big rights shake-up<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Digital & Media<\/a>, Equality, Diversity & Inclusion<\/a> <\/div>\n
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Share<\/div>\n Facebook<\/a>\n Twitter<\/a>\n Email<\/a>\n Copy Link<\/a>\n
https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-rights-holders-becoming-rights-buyers-cameos-co-founder-on-monetising-personalised-athlete-content-and-the-dust-settles-at-last-on-serie-as-big-right\/<\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n
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11 things you need to know today about the shifting sports media landscape<\/b><\/p>\n

By James Emmett<\/a> and David Cushnan<\/a><\/h6>\n
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In partnership with:<\/p>\n

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If you haven’t already, sign up for free<\/a> to receive the bulletin straight to your inbox every second Thursday.<\/p>\n

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Short form<\/strong><\/p>\n

TikTok: friend or foe or both
\nRights holders as rights buyers
\nDust settles on DAZN\u2019s biggest bet
\nInvestors rally around Skipper the storyteller
\nClubhouse\u2019s users and wider awareness
\nCameo\u2019s Co-Founder on athlete monetisation
\nSaudi Sports Company secures AFC rights
\nMLB signs new Asian deals
\nRecast hires new commercial chief
\nCarmelo Anthony launches content company
\nEleven boosts global plan with Whistle buyout<\/p>\n

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Long form<\/strong><\/p>\n

THE BIG PICTURE<\/strong><\/h4>\n

Welcome to the Broadcast Disruptors Bulletin, your fortnightly briefing on all things sports broadcasting, content creation, packaging, distribution and monetisation. Thanks for making us part of your Thursday.<\/p>\n

Here\u2019s the usual reminder to keep us posted on what you\u2019re up to, what you\u2019re seeing and what\u2019s on your mind by emailing david.cushnan@leadersinsport.com<\/a> and james.emmett@leadersinsport.com<\/a>.<\/p>\n

Uefa this week launched its Champions League TikTok account, becoming the latest rights holder to try its hand on the breakout and breakthrough platform. TikTok\u2019s plans for sport were the subject of a Leaders podcast<\/a> last year but while European football\u2019s governing body appears to be building a closer relationship than many, with TikTok signed up as an official partner of the rescheduled Euro 2020, it\u2019s fair to say most sports organisations are still figuring out their relationship with the platform. They aren\u2019t alone. As the company\u2019s head of global agency and accounts Khartoon Weiss, discussing the ways brands use TikTok, told the latest Digiday podcast this week: \u201cWe were a test partner, I would say, in 2020, and 2021 is the year that we want to be trusted.\u201d<\/p>\n

Marketing platform, fan engagement tool, live programming distributor and creative space: TikTok is, potentially, all of these things – but it\u2019s also a potential rival for attention. Consider this astute analysis from Reddit Co-Founder Alexis Ohanian on a recent edition of The Bill Simmons podcast, discussing TikTok in comparison to the short-form, short-lived video platform Quibi. \u201cQuibi versus TikTok is the story, not just of last year,\u201d he said. \u201cBillions of dollars invested in a platform with the best actors, the best scriptwriters, the best everything, gets eviscerated in months by teenagers doing dances. Why? Because you can\u2019t compete with the creativity of millions and millions of people when the entertainment you\u2019re providing has that as an alternative. That two minute short or five minute short on Quibi is fighting for that five minutes of attention on the bus with the infinite feed of highly recommended, tailored content from the world. You\u2019re not going to win that, no matter how funny the comedian, or how great the script \u2013 you\u2019re not going to win against the hive mind.\u201d<\/p>\n

Ohanian went on to be bullish about sport\u2019s ability to engage compared to other forms of entertainment but as rights holders like Uefa continue to carefully piece together their own media and social puzzle, his words are a reminder for all to continue carefully considering whether the likes of TikTok can be friends as well as foes.<\/p>\n

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EYES ON THIS – <\/strong>Watch how these three things develop to understand the future<\/em><\/h4>\n

Rights holders as rights buyers<\/strong>
\nEarlier this week LaLigaSportsTV, LaLiga\u2019s own OTT service confirmed it will broadcast the AFC Champions League, the top regional competition for Asian clubs, in Spain until 2024. It\u2019s the latest rights acquisition of a \u2018foreign\u2019 property the Spanish league has made. LaLigaSportsTV was always conceived as a multi-sport service and a home for live sport other than football, as well as a vehicle for LaLiga to broadcast its own programming. As well as other domestic sport from Spain, it also holds the Spanish rights to the Russian Premier League. This shift from rights holder to rights buyer, as owned streaming platforms are developed and maturing, is one that other top-tier leagues are now actively pursuing. Also this week, Red Bee Media has been confirmed as the technology partner for the development of Ekstraklasa.TV, the streaming platform created by Poland\u2019s top football league. Red Bee and the Ekstraklasa will work together to develop the platform with a view to adding additional sports content \u2013 not just football \u2013 to the platform and ultimately integrating it with existing cable networks. The Ekstraklasa says it has been in initial talks with other leagues and adding new content will be a focus over the next 12 months.<\/p>\n

Serie A\u2019s new bedfellows<\/strong>
\nThe dust is finally settling on the tortuous Serie A media rights process, with DAZN installed as the primary domestic broadcast partner from next season and Infront\u2019s offer for international rights (excluding the US and Middle East) reportedly seeing off over 40 other bids. Infront will replace IMG in the international role, but the league is already preparing for a reduction in the value of its overseas rights, not least as BeIN Sports, its previous partner in the MENA region, France and Australia, has chosen not to participate this time. Domestically, meanwhile, Serie A and its member clubs are closely monitoring reaction to its decision to award the bulk of live games to DAZN rather than long-time partner Sky from the start of next season. The streaming service is planning to remove its DAZN1 channel from the Sky platform, with a view to enticing new subscribers via a new partnership with telco TIM. In a revealing interview last week with SportBusiness\u2019 Martin Ross, DAZN Co-CEO James Rushton discussed likely changes in its Italian pricing to reflect its investment, citing a rise from \u20ac9.99 to \u20ac11.99 a month in Germany following its acquisition of a package of Uefa Champions League rights. In spite of scepticism elsewhere, Rushton is bullish about DAZN\u2019s biggest bet yet on sports rights. \u201cI\u2019m not interested in vanity projects or making big splashes in the market that don\u2019t make sense,\u201d he said. \u201cWe will make money on Serie A in Italy. No doubt about it.\u201d<\/p>\n

All this Meadowlark-ing around<\/strong>
\nJohn Skipper\u2019s reputation as a master of sports media, built over years running ESPN and maintained more recently through some of the bold decisions taken whilst at the helm of DAZN, precedes him. That means an initial funding round of US$12.6 million in his new venture alongside Dan Le Batard, Meadowlark Media, came as little surprise. DAZN are in as backers of what is being billed as a \u2018content company with a creator-centric point of view\u2019, as well as the likes of DraftKings and Wasserman. Sports content and production houses are ten-a-penny, of course but Skipper\u2019s latest storytelling venture should be monitored particularly closely in the coming weeks and months.<\/p>\n

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THE NUMBERS<\/strong><\/h4>\n

Using data from Audiense, Michael Brito has analysed Clubhouse\u2019s audience from March based on how current users describe themselves in their biography when they are invited to join the audio rooms platform, to produce the graphic below. As Clubhouse reportedly discuss a funding round that would value the busines at something approaching US$4 billion, however, separate analysis from CivicScience showed that in February 79% of over 18s in the US have never heard of the app, 16% haven\u2019t used it and aren\u2019t interested in it, and just 2% use it and like it.<\/p>\n

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Source: Michael Brito\/Audiense<\/p>\n

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PRODUCTION NOTES<\/strong><\/h4>\n

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In the Mixed Zone with\u2026<\/strong> Martin Blencowe, Co-Founder, Cameo<\/strong><\/p>\n

How does Cameo\u2019s monetisation model work?<\/strong>
\nThe talent sets the price \u2013 a lot of times with athletes they will link it to their jersey number \u2013 and 75% goes to the talent, 25% goes to Cameo. Retired athletes are more incentivised by making money because those revenue streams they had when they were players have ended. I remember there was a crazy stat when we started the business: between 20 and 30, professional athletes make 90% of their lifetime income. With current players it\u2019s about how they are connecting with fans in order to boost their brand.<\/p>\n

What are you noticing about what works for high-profile athletes?<\/strong>
\nOriginally people thought Cameo was just a service that does happy birthday messages, but one thing that\u2019s become really popular is fantasy football \u2013 the banter. What makes it work is the talent being bought into it and comfortable and authentic. Originally people were doing videos for 30 seconds and now you can see some doing them for as long as eight minutes.<\/p>\n

Where should Cameo sit within an athlete\u2019s overall media and social activity?<\/strong>
\nWhat we\u2019ve noticed is \u2018take care of your fans and they\u2019ll sure as heck take care of you\u2019. What\u2019s great about Cameo is it\u2019s easy \u2013 they\u2019re not posting anything, they get a request and they record it. Influencers were the first to really be successful on the platform \u2013 they grabbed the phones and were like \u2018hey, guess what guys\u2026!\u2019 Athletes, by comparison, can be stiff and they\u2019ve got to learn how to get camera-friendly. It can be a great training tool.<\/p>\n

What are the key opportunities and threats at Cameo in 2021?<\/strong>
\nThe opportunity is international. If you look at the UK it\u2019s really grown in the last year but I still think if you asked anyone \u2018what\u2019s Cameo?\u2019 they\u2019d be \u2018I don\u2019t know\u2019. But if you said \u2018personalised messages from celebrities\u2019 they\u2019d be like \u2018oh yeah\u2019. As far as threats, I\u2019m not really concerned \u2013 it seems as if when people get on the platform they\u2019re happy. It\u2019s really about expanding and creating other opportunities through the Cameo platform that the talent can monetise.<\/p>\n

Martin Blencowe was appearing on the latest edition of Leaders Live, on 31st March. You can watch the whole thing here.<\/a><\/em><\/p>\n

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RIGHTS WATCH<\/strong><\/h4>\n

AFC secures Saudi deal<\/strong>
\nThe Asian Football Confederation has sold the Saudi Arabian media rights to its various competitions to the state-owned Saudi Sports Company. The deal covers the AFC\u2019s national team and club competitions, including qualifiers for the 2022 Fifa World Cup and the AFC Champions League. The contract runs from 2021 to 2024. Saudi Sports Company says it will deliver the rights initially through its OTT platform before \u2018broadcasting via satellite on television channels in the last quarter of 2021, with more details to be announced in due course\u2019. The Saudi Sports Company is run by Saudi\u2019s Ministry of Sport. In an interview with the Financial Times last November, sports minister Prince Abdulaziz bin Turki al-Faisal said the company would focus only on Saudi rights, rather than agreements covering the wider MENA region.<\/p>\n

MLB seals new Asia deals<\/strong>
\nWith its season just getting underway, Major League Baseball has agreed a fresh three-year deal with Tencent which will see live games continue to be broadcast in China as well as in other Asian markets. Tencent is now streaming games and MLB shoulder programming in Indonesia, Malaysia and Thailand via its WeTV service. MLB has also broadened its media footprint in China, through a new partnership with Oriental Pearl Media, the company which runs the BesTV platform and a number of regional channels across 31 regions of the country. That deal runs until the end of 2023.<\/p>\n

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JOBS BOARD<\/strong><\/h4>\n

Recast hires commercial chief<\/strong>
\nJames Cook has been named as the new Commercial Director at direct-to-consumer platform Recast. Cook will join the company later this month, after moving on from TGI Worldwide. Recast\u2019s platform allows rights holders, such as Scottish football club Hibernian, to monetise all their content directly without the upfront costs of developing their own OTT platform.<\/p>\n

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CONTENT\/PRODUCTION<\/strong><\/h4>\n

Carmelo Anthony launches content company<\/strong>
\nCarmelo Anthony is launching a new \u2018global content company\u2019, Creative 7, alongside business partner Asani Swann. According to Variety, the NBA star plans to \u2018champion inclusive narratives and voices that have gone unheard for too long\u2019. Collaborations are already underway with producer Will Packer and Brad Pitt\u2019s Plan B.<\/p>\n

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DISTRIBUTION<\/strong><\/h4>\n

Eleven boosts global plan with Whistle buyout<\/strong>
\nEleven Sports\u2019 acquisition of Team Whistle, confirmed last week, is poised to accelerate the company\u2019s operation in North America. The deal brings Team Whistle\u2019s 1,665 distribution channels, 629 million aggregated social media followers and four billion monthly video viewers under the Eleven banner. Securing more live sports content, as well as on-demand sport and entertainment programming, will be a priority in the coming months. The move follows Eleven\u2019s recent management restructure and acquisition of streaming platform MyCujoo in November. Eleven\u2019s parent Aser invested in Whistle back in 2018, as part of a US$28 million funding round with Aser founder Andrea Radrizzani joining the Whistle board.<\/p>\n

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Thanks for reading this edition of the Broadcast Disruptors Bulletin. We\u2019ll have another for you a fortnight today; and if you haven\u2019t subscribed yet, do remember to opt-in here.<\/a><\/p>\n<\/p>\n <\/div>\n \n \n \n <\/div>\n

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