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Volume 10 No. 22


NFL U.K. Managing Dir Alistair Kirkwood took time this week to answer fans' questions on the league's website regarding the challenges of broadcasting the league in the U.K. The NFL U.K. agreed on a three-year broadcast extension with Sky Sports just hours before the season opener Sept. 5. In a Q&A on the league's website, Kirkwood wrote that "there is no TV solution out there that satisfies everyone" because some fans "want live games" while others want to "watch on delay." Kirkwood added, "I accept that we will never satisfy every single need because everybody has a different ideal solution." The following is an excerpt of the Q&A (NFL U.K.).

Q: When did negotiations start with the various broadcasters, and did any delay in securing one contract have a delaying effect in agreeing others?
Alistair Kirkwood: Informal conversations started in September, 2011 soon after the lockout had been resolved. The first formal sit-down meeting was at the beginning of December 2011 and was followed by a number of meetings and conversations, right up to and including Super Bowl. I think it’s fair to say that all media negotiations involving other sports, and not just us, were slowed down thereafter by uncertainty over the outcome of the Premier League negotiations and other factors such as the build-up to the Olympics. We had an internal target date of concluding negotiations by the end of March, and obviously we missed that target.

Q: Which party insists that the details of agreed contracts are secret?
Kirkwood: I think it is common business practice. I don’t think there is a particular side that insists, but there might be moments where a partner will ask for specific confidentiality on something they are working on, but I don’t know of any other sports who lay out their contract details. I understand that fan passion and interest in the sport is such that they want as much detail as possible but as someone who’s on the inside and who knows more than most, take it from me you would be unlikely to be satisfied once you know these details in any case. In the same way that a team might explain why their offense is spluttering or struggling, you’d never expect a head coach to reveal his playbook. Sometimes we can’t put things in the public domain because we would be in a poorer place with negotiations if we did, and we also know that some of our TV partners and prospective TV partners either look at our forums on a regular basis or in some cases participate in the forum under usernames.

Q: Is there any scope for bringing back alternative games during Sky’s three-year contract?
Kirkwood: It’s something that could happen in the future and was part of our ongoing discussions. I think one challenge is red button capacity which, particularly during Formula 1 weekends, is used to the absolute maximum. I doubt there would be anything this season, but who knows in future seasons.

Q: Why do fans in Germany and Australia get more in-depth NFL coverage i.e. more shows from NFL Network?
Kirkwood: Every TV market is different. Every TV station has different priorities, different capacities, and different opportunities. If I’m in the Middle East or Asia I can watch every Saturday 3pm Premier League game live, yet I can’t see a single one here in the U.K. That doesn’t mean that Dubai is a stronger hotbed for English Premier League football than England itself. Our media strategy is to try to get a balance between free-to-air coverage, in order to reach out to new fans and also those who can’t afford paid TV, as well as paid TV, which offers volume, quality and in-depth coverage of our sport. Other countries will have a more straightforward proposition by being on a single channel, but they may be in a foreign language or not on free-to-air TV. I accept that for some fans in the U.K. that’s not great as they look to other countries’ coverage, but we are trying to balance the needs of as many fans as possible.

Q: Explain the current situation with ESPN and the complete lack of coverage on their channel?
Kirkwood: ESPN made a decision not to bid for Monday Night Football this season and that’s their absolute right given what they prioritize and what they want to achieve. They remain excellent partners in the US and other countries, and we’d like to think they will be partners again here in the U.K. in the future. The other thing that I would like to stress is that often you have to make decisions for the medium term and not just the short term. A few years ago, we received very similar bids from Sky and Setanta with Setanta arguably offering much greater volume of coverage of our sport. We made a decision in the end to stay with Sky given the length of our partnership and their presence in the market, and a year or two later Setanta were no more. I’m not suggesting that this round of negotiations had a similar situation, but the concept remains that you have to make decisions that will place you in the best position for the medium to long term during every round of negotiations.

Finally, I want to assure you that we are fans as well in this office and watch every game broadcast live and also want as much of our sport available as possible. However, you need a completely competitive market in an optimistic economy to get the best possible outcome. Overall, I will maintain that we do pretty well compared to other sports of similar popularity, with our games being broadcast on Sky, Channel 4 and the BBC. There is still a lot of room for improvement and we need to increase the fan base and viewership over the next three years in order to get there and to be as attractive an offering as possible for broadcasters.

Click here for the full Q&A.

German public broadcaster ZDF's UEFA Champions League coverage "was watched by almost 8 million people," according to the SID. A total of 7.91 million viewers, or a 26.7% market share, watched Bayern Munich's 2-1 victory against FC Valencia Wednesday. The game, which started at 8:45pm CEST, "obtained a higher rating than last year's coverage of the Champions League's first game day" on free-to-air TV channel Sat.1. The private TV channel attracted 6.79 million viewers for its coverage of Bayern Munich's 2-0 victory against FC Villarreal in Sept. '11 (SID, 9/20).

Rugby Football Union Chair Bill Beaumont said that English Premiership rugby clubs "could be in breach of contract" with the RFU by agreeing to a TV deal with BT, according to the BBC. Premier Rugby has signed a £152M ($246M) deal with BT Vision to show live European matches from '14, "raising doubts over the future of the Heineken Cup." Premier Rugby said that it "did not need the RFU's consent to make the deal." Beaumont said, "I am advised there could well have been a breach in the contract [with the RFU]. We have got to try and get on and reach an amicable settlement which suits all parties. Let's keep the door open, let's not take sides" (BBC, 9/20).

MAN IN THE MIDDLE: In London, Gavin Mairs reported that Beaumont has "emerged as a potential mediator in the row between the English clubs and their RaboDirect Pro 12 counterparts over the future of the Heineken Cup." Beaumont is set to meet with owners of the 12 Premiership clubs next Wednesday and said he is "prepared to use his influence to help broker a deal ahead of the European Rugby Cup stakeholders’ next meeting" in Rome on Oct 8. Beaumont said, "I would like to think with the contacts that I have got and the relationships I have built up amongst our neighbours, I will try and use my best endeavours. That is what the RFU wants. We are keen to resolve this situation. We don’t want to be at loggerheads with our neighbours all the time or the clubs. Why would we?" (TELEGRAPH, 9/20).

Real Madrid Coach José Mourinho "has taken legal action against a journalist at the sports daily Marca following an article published on Monday. The Portuguese's lawyers published an extract of a letter in Thursday's Marca that said: "(Roberto) Palomar ... referred to our client as 'the type of person who would flee after knocking someone down.'" The newspaper said that Mourinho has demanded the article be rectified and €15,000 ($19,500) in damages that he will donate to the local football team for which his son plays (REUTERS, 9/20). ... The Professional Squash Association is breaking new ground by launching the first squash iPhone app. Key features include results, rankings, tournaments (previous, current and upcoming), draws, news and video clips. Followers will be able to watch events live on SquashTV, and live scores direct from major events will also be available shortly (PSA).

BROADCAST RIGHTS: Australian Schools Rugby Union Thursday announced Fox Sports 3HD & 3 will broadcast live the Australian Schools vs. New Zealand Schools Test on Oct. 6. The 2012 Australian Schools tour squad left the country Wednesday for a five-game tour (ARU). ... Int'l Cycling Union (UCI) and int'l sports marketing company Infront Sports & Media have announced an agreement for broadcast coverage of the UCI Road, Track, Mountain Bike and BMX World Championships as well as the UCI Track Cycling World Cup for the years '13-16. Infront will become the UCI’s exclusive agency to distribute the federation’s media rights globally, with the exception of the U.S. and Japan (Infront).