How Can Sports Event Owners and Rights Holders Generate New Revenue Streams from Digital Content

Digital content creation and production for sports events is a prime opportunity for event owners and rights holders to reach and engage with audiences directly.

In the past, digital content rights were bundled with broadcast deals; and if shown at all, digital coverage was merely a live stream of a broadcast feed. As Bob Dylan said, “The times, they are a changin!”.

Meeting demand with engaging content

Today’s audiences demand more content to satisfy their desire for sports content. Price Waterhouse Coopers project that the value of sports media rights worldwide will increase from $29.2 billion in 2010 to $35.2 billion in 2015. Excluding major events, growth for ongoing events would be at 6.6% on a compound annual basis.

The demand is certainly there, as we’ve seen with the Premier Leagues domestic broadcasters renewing at an increase of 70% from the previous deal. For The Open Championship, a move from free-to-air to pay-TV has a rumored 100% increase on their domestic broadcast rights.

The challenge I see is to meet that demand with content that:

Event owners should be focusing on 6 key elements that will help them meet those demands:

Within content creation, and specifically that of digital content, event owners need to take ownership and create content that is of interest to their audience and ensure that they can maintain control of the brand and product as it disseminates through distribution channels.

The challenge with creating additional content on top of a typical unilateral coverage is the potential for increased costs without a guarantee of linear revenue.

Generating new, profitable revenue streams

I’ve worked with cloud technology for the last 10-years. I have seen it evolve: both in its infrastructure nature e.g. security, cost etc. and also its flexibility to deliver more advanced, complex services to clients.

My recent presentation at SVG SportTech Europe, held at Old Trafford home to Manchester United FC (a challenge in itself for an Arsenal fan like me!), highlighted the work we are doing at deltatre within the cloud; enabling event owners and rights holders to meet the demand of creating new, engaging digital content, delivering additional revenue streams; but without the linear costs involved.

The key is to have available flexible technology components that can augment existing production workflows, leveraging content already captured, currently not making it into a world feed.

Here’s how I think both event owners and rights holders can do it: