The Industry Column – 18th November
Antony Marcou, managing director of Sports Revolution, explains why recent rows over naming rights, TV rights and the structure of the Premier League are simply emphasising the same point.
Anyone involved in sports media will have followed with interest recent debates over stadium naming rights, the ‘Crown Jewels’ of TV sport and the proposal for a two-tier Premier League.
The three stories highlight some common themes. Firstly, they show how reliant – especially in these economic times – football clubs and sports bodies are on media money.
Secondly, they illustrate why it is increasingly essential to manage these media relationships intelligently and in a way that sustains the sport, and protects the experience for fans.
Take the naming rights row. The beacon example here is Arsenal and Emirates. The reason fans don’t feel hostility towards Emirates is that the brand helped fund a move to a superb new stadium. It has added real value in the long term.
It would never have worked at Highbury – which is where Mike Ashley has gone wrong at St James’ Park. The hallowed old grounds of English football are like temples that brands enter at their peril, and with the permission of the fans.
As for the ‘Crown Jewels’, what we see here is a proposal for media money to be withdrawn, supposedly to protect the fans’ experience. But in the long-term, this could have the opposite effect. English cricket just doesn’t have the mass appeal and sponsorship clout – like it does in India – to afford not having a backer like Sky. Take that away, and you risk serious damage to the sport.
True, more people will be able to watch it on TV, but without investment, it makes it likelier there will be a healthy audience watching us lose the Ashes next time around.
Which takes us to Bolton chairman Phil Gartside’s plan for a two-tier Premier League. If ever there was a turkeys-voting-for-Christmas scenario, this is it.
The Premier League is priceless in media terms – brands use it to connect with a passionate audience in the UK and around the world, especially Asia. It is a highly sophisticated and targeted marketing tool, especially well-suited to international brands. But that model simply won’t work in a two-tier system.
Clubs like Bolton may win more games, but without playing the top teams, their media value – and business strength – will inevitably suffer. Like it or not, the sustainability of the Premier League – and the 20 clubs within it – depends on maintaining this collective strength and selling power.
