1. Hogne Ulla COPENHAGEN BUSINESS SCHOOL – FEBRUARY2013

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Hogne Ulla, aged 22
Current
 Ulla Sport & Media – Freelancer
 Student at Norwegian School of Economics (NHH)
Earlier
 Copenhagen Business School - Exchange Spring 2011
 Editor, journalist, content marketing

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Some cases and focus on today’s paradigm-shift
Importance for the broadcasters / TV-channels
Return on Investment (ROI) and the Value Chain
Football Money League (Deloitte)
TV-rights: Does it really matter?

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Promotion to the FA Premier League
Growing enthusiasm – fans and interest groups
-> Interest from sponsors and investors
(US, Asia, Russia).
-> Fans go “mad” – also, the fan base grows due to success
Agents will show up at the director’s office..
-> Fresh legs and faces

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Bosman
ruling
TV-
deals

7. Findings
The financial situation relies on mainly three fields, namely “Match-
day”, “Broadcasting”, and “Commercial”
7
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Overseas: £2,5 billion
+
Domestic: £3 billion
= 14 x ..or 12 x

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 Premier League
- All over - growth in Asia
 LaLiga
Europe + South America
 French Ligue 1
Mid-Europe + Africa
 Italian Serie A
Europe + growth in Asia + US
 German Bundesliga
Mid-Europe + Africa + America
Case Manchester United, 659 million
fans world-wide - > 325 in Asia
Recall Income streams besides
broadcasting are important for the
club’s revenue. United has
commercial partners in 72 countries.

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 Subscribers - > exclusive rights important
 Lag effects > Tendency to stay within the channel and watch the next show
Trend: Pay-TV Private versus public good
Category Example Funding
1 – Non-commercial NRK License fees or/and public funding
2 – Semi-commercial TV Denmark License fees, public funding or/and advertising
3 – Commercial TV2 (Norway) Advertising

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10 %
20 %
70 %
Who get’s the bucks?
Distributor
Right holder (s)
Broadcaster
Source: TV2 Norway

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CASES
UK: Karen Murphy case
- Sports bar - > Huge interest and a very
important discussion
EU regulations
Italy
4 million pirate cards (mid 2000s)
Streaming (digital development)
Growing interest from betting companies
and overseas investors / groups

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Case: FIFA World Cup 2014 in Brazil

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London 2012 63 million live video streams
“London 2012 confirmed that the digital revolution is now fully at the heart of
sports events.
Brazil2016 - >
young population (18-30)
- > Future grow in streaming?
What about
the digital
platforms?
What are YOUR expectations?
0
10
20
30
40
50
60
70
Streams in
million
Beijing
2008
London
2012

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For (more or less) interested
 Sports Management World Wide (SMWW)
-E-learning and various courses in sports management
 NHH - Norwegian School of Economics
www.nhh.no – business studies in Bergen, Norway
Comments, questions or ideas related to sports economics?
SportyBusiness@gmail.com or stalk me at About.me/Hogne.Ulla