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Volume 6 No. 216


Lucrative new TV deals starting in August offer Premier League football clubs a "golden opportunity" to strengthen finances undermined by the vast sums they pay to players, according to Keith Weir of REUTERS. A study by Deloitte showed that football is "increasingly prized by broadcasters seeking to drive pay TV audiences," and clubs in Germany and England "will start to enjoy the benefits of enhanced TV deals from August." In Britain, former state telecom company BT "has taken a share of the domestic Premier League rights, alongside long dominant pay TV operator BSkyB," driving a 70% increase in their value. Sales of rights around the globe "have inflated total TV revenues" for the 20-team Premier League to an estimated £5.5B ($8.6M) over the next three years (REUTERS, 6/6). The PA's Martyn Ziegler reported Premier League clubs will begin to receive an extra £25M ($39M) on average each year from the new TV contracts, and for most clubs "that could wipe out their losses." Relegated clubs will also receive up to £60M ($94M) in parachute payments. The Deloitte report predicts that "player wage costs will rise considerably with the new TV money coming in" -- but said that clubs "should keep that rise to respectable levels" (PA, 6/6).

Members of TV and sports federations have discussed the question of how to most successfully get a sport on TV nowadays at the SPONSORs Sports Media Summit on Wednesday. German Athletics Promotion and Project Corp. (DLP) Managing Dir Frank Lebert said that he plans some sort of "Vierschanzentournee" (Four Hills ski jumping tournament) for track and field. Lebert said, "We will present this idea to Nike on Friday. The plan is a Vierschanzentournee of sorts, just more global." The event is supposed to last 10 days and takes place in Moscow, Beijing, Washington D.C. and Berlin. Lebert added, "We are on a good way to put on such an event" (SPONSORs).

German public broadcaster MDR, which is part of ARD's portfolio of channels, "has recorded outstanding ratings for the broadcast of Michael Ballack's farewell game," according to Fabian Riedner of QUOTENMETER. The first half of the game, which started at 7:50pm German time, attracted 1.76 million viewers and reached a 6.8% market share. In the target demographic 14-49, MDR's broadcast was watched by 380,000 viewers and a top 4.1% share. The second half of the game, which started at 9:20pm, attracted 2.41 million viewers, and the market share increased to 9%. In the target demographic, the second half was watched by 670,000 viewers and had a 6.5% market share. In addition, German free-to-air TV channel Sport1 attracted 210,000 viewers for its broadcast of the U21 European championship opening game between Israel and Norway, which started at 6pm. The number translated into a 1.3% market share. In the target demographic, the game obtained a 0.7% share. The second game between England and Italy, which started at 8:30pm, was watched by 310,000 viewers and had a 1.1% share. In the target demographic, the game had a 0.9% market share (QUOTENMETER, 6/6).

Japan Professional Football League announced that its games will be televised on VTVcab (Vietnam Television Cable Corporation), Vietnam’s nationally owned network, starting in July. Two J League Division 1 matches (one live and one recorded) will be televised every week on Bondga and Thethao, two channels operated by VTVcab. Following its partnership with VTC (another popular network in Vietnam) last year, this partnership with VTVcab will allow two networks to air J League games in Vietnam (J League).

The UEFA U21 European Championship kicked off in Israel "in front of full stadiums," according to Paul Nicholson of INSIDE WORLD FOOTBALL. Local ticket sales promotion for the first time for a major tournament has embraced social media, "and it is the power of this media that is making a big difference both to local awareness and attendance." The Israeli FA "has invested heavily in its social media activity, promotions and advertising to promote the tournament." Facebook ad campaigns and viral Youtube clips in the weeks leading to the tournament "boosted the U21 Championship buzz and exposure on the local social networks." Also for the first time in football, "the IFA has made use of a Facebook ticketing application." The SitNearMe application, developed by Evento Social Promotion, "enables fans to see where their friends are sitting and to buy tickets for the game." Evento Marketing Dir Yair Scher said, "In the last two years, the IFA has constantly worked to professionalize and improve its social media activities, and they are looking into cutting edge tools and practices" (INSIDE WORLD FOOTBALL, 6/6).

Sky Sports will show three of Scotland's games during this month's quadrangular tournament in South Africa (SRU). ... Sports marketing agency SPORTFIVE is working closely with the Ligue Nationale de Rugby (LNR) to create a digital commercial strategy. The LNR will approach the market with its new selection of packages, and will be focusing in particular on two areas: mobile apps and fan engagement through digital activation (SPORTFIVE).