Sports Licensing in the Inflight Market
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Transcript of Sports Licensing in the Inflight Market
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Sports Licensing in the Inflight Market
James Durie
International Sales Manager
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The Main Protagonists
• Sports Federations
• Distribution Companies
• Licensees
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Sports Federations The organisations responsible for coordinating all issuesrelating to a Sport Event
They retain all rights relating to;• Event Organisation• Marketing• Sponsorship• Broadcasting
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Sports Distribution Companies
Represent sports federation’s media rights
Distribute and License• Live Events• Event Highlights and
Documentaries• Independently Produced
Programmes
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Licensees
Broadcasters
• Terrestrial
• Satellite
• Cable
New Media
• IPTV
• Broadband
• Mobile/Cell
Ancillary
• Inflight
• News Access
• Archive
• Radio
• DVD
• The sport event’s final media rights holders
• Delivering the final product to the general public/fan
• Federations most important source of revenue and exposure
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Inflight Sports Licensing
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Sport: International Entertainment• The Globalisation of Sport
• The perfect fit for international Inflight passengers
• Global viewing figures for single sports events in 2006
750 million
715 million
354 million
120 million
(Fifa, NFL, Uefa, F1/Renault official website)
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Major Federations have implemented successful Inflight policies by;
• Creating an independent Inflight media territory – USA, France, Inflight
• Excluding Inflight rights from all other media agreements
• Ensuring airlines can license full international rights – Not route specific
• Establishing regional rights on the location of the airline’s airport hub
Inflight Sports Licensing: Creating the Rights
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THE PACKAGE FOR AEROPLANES WORLDWIDE
Transmission shall be made on Designated Services by the Permitted Means for viewing only by passengers on Aircraft (whilst in-flight) within the territory…. The Territory means the airspace of any country in the world
Inflight Rights Definition
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Issues Affecting Inflight Licensing
• The ICC excluded all Inflight rights into or over the Americas and Caribbean
• Airspace restrictions make Inflight licensing impossible
• IOC generate 50% of its broadcast revenue from the USA
• NBC protect their market by including all media rights in their domestic broadcast deal
• Only US Inflight rights excluded, non US carriers operating flights in and out of USA are not affected
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Sports Licensing and Live Inflight Entertainment
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Live Inflight Entertainment
• Last environment in the world without full Live TV coverage
• Driven by News, Weather and Sport
• Live Sport on IFE offers airlines a new marketing opportunity
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Domestic Live IFE Model
Domestic flight which is scheduled to take off from an airport in Domestics Territory and is scheduled to land at an airport in the Domestic Territory
• Domestic Inflight sports rights are generally (but not exclusively) held by the domestic broadcaster
• Domestic territory benefits from same language and viewing trends
• Very successful model for domestic carriers
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International Live IFE Model
Domestic model not feasible for International airlines as each individual flight covers multiple territories
• Coverage – Domestic rights holder do not have global satellite reach
• Rights - Held by different broadcasters across each territory
• Language - Each broadcaster will transmit feed in domestic language
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Flight from London to Mumbai - 2 Satellites (minimum) - 10 Broadcast Territories - 8 Languages
on Live IFE Internationally
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Workable Live IFE Sports Model
• Pan Regional Broadcaster
• Federation World Feed
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Pan Regional BroadcasterPros
• Distribute to regional airlines – Eurosport to European airlines
• Inflight regional territory established by location of airport hub
• Channel recognised in territory
Cons
• Unlikely to have intercontinental coverage
• Limited to sports currently held by broadcaster
• Broadcaster retains control over advertising and scheduling
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• A generic satellite feed provided by the Federation
• Global satellite coverage
• Consistent language (commentary) and graphics
• Airlines can maintain control over schedule and advertising
• Airlines can licence on an event by event basis
• Successfully employed in the Cruise Ship Market
Federation World Feed
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Conclusion
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Federations, Distribution Companies and Licensees must strive to;
• Simplify the process of acquiring Inflight rights
• Deliver the worlds best sport to one of the last unconnected environments - Prime Time all the Time
• Create a new marketing tool in an increasingly competitive market