The global appeal of the English Premier League continues to grow.
After acquiring domestic rights on the same terms as the previous cycle during the pandemic, there was hope that interest in the world’s most watched soccer league would be maintained and that the money paid would follow suit, if it did not reach the heights that would be possible in a pre-COVID world.
But the six-year US television deal struck in November saw NBC renew for six years in the amount of £2 billion. This, combined with a recovery in other international areas as the Premier League has opened up to cycles longer than the traditional three years, has resulted in total international revenue exceeding what has been brought in domestically, pushing the Premier League’s total rights to £10 billion for the next cycle.
Despite the collapse of the Chinese PPTV deal at the beginning of the epidemic, with the broadcasting platform owned by Suning defaulting on two payments before their agreement was terminated, the Premier League retained, and even increased, its attractiveness, despite playing almost the entirety of last season behind closed doors, which the owners felt It may have hampered the chances of an increase in numbers due to the dwindling scene for a season.
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The BBTV deal was phenomenal, and the Premier League won a battle in the High Court to recover £164m from the broadcaster earlier this week. Rights elsewhere have been pushed forward, although no growth in China after new rights tender may have been expected.
For Everton and Liverpool, broadcasting rights are a cornerstone of their economic strategy. For owners and investors, the power of Premier League rights and the proven cost that comes with it has long been a major attraction, and still is.
And on the heels of the US TV deal signed in November, Canada followed suit with a deal that is understood to have raised the bar again.
DAZN, which has been linked to £583m from BT Sport, one of the three rights holders domestically, has been kicked out of the rights holder’s position in Canada by New York-based streaming platform FuboTV, which acquired the rights from the 2022/23 season through the 2024/2024 campaign. 25. The deadline for bids closed, along with the Latin American and Caribbean regions, in mid-December.
FuboTV was willing to pay big money to take away the rights from DAZN, although the total amount has not been announced. The Premier League has made available the rights to all 380 games, with FuboTV now the exclusive partner three years after DAZN claims to be the ‘new home of football’ in Canada.
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“(The Premier League deal) was really a great opportunity to come into Canada with a really beneficial offer,” Vanessa Morby, Vice President of Marketing at FuboTV, told Canada’s Globe and Mail newspaper.
“We believe there is a large segment of consumers in Canada looking for premium football content.”
“I would say we paid fair value for it. It’s a fantastic property,” Ben Grad, FuboTV’s Senior Vice President, Head of Content Strategy and Acquisition, told the same newspaper.
As of the 2019/20 season, international media rights, previously divided equally between member clubs, have been weighted on a graduated scale in terms of where the clubs finish in the league, with the biggest clubs arguing that they are the ones who pay the attention and the higher prices when it comes to in the international television market.
For the 2019/20 season, Everton brought in £87.6 million in domestic and international television rights, worth £55.8 million. They’ve also brought in £19.6m in utility fees, which have accrued in relation to the number of times the team appears in live broadcasts. This brought the total amount of those three inflows to £107.2m.
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For Liverpool during the same accounting period, while Premier League winning numbers were not included in the Reds’ calculations due to the season ending after the financial year deadline, Anfield brought in £134.1m.
This figure was arrived at through the equal share of £35 million received by all clubs, facility fee of £31 million and £71.3 million in overseas payments.
The 2020/21 accounts will show a rise in broadcast income due to discounts and additional games in the accounting table, and it will be the accounts over the next three years from 2022 that will show the impact on the balance sheet of the world’s ongoing love affair with the Premier League.