Title: Football, Sports Rights, Marketing and Journalism
Abstract: In 2005 Norwegian Football Association (NFF) sold its media rights for domestic football to TV 2 and Norwegian Canal Digital for 1 billion NOK ([euro]127 million) for period 2006-09. The annual value of this deal was increased by 300-400% over previous agreements, and in a country of 4.4 million inhabitants, cost of these media rights is therefore breathtaking. This acquisition of football rights is part of a media battle for future dominance within TV and internet markets; in particular within new digital terrestrial broadcasting net (from 2009) and for digital satellite platforms. Sports Editor Bjorn Taalesen is responsible for TV 2 sports media rights and is Editor of TV 2 sports news formats, including TV 2 Sporten [TV 2 Sport]. This double role means that opportunities knock. Taalesen is in a position to promote his own media sports rights in journalistic formats and thereby make a strong promotional instrument out of journalism. How does TV 2 promote its sports rights? And how does it deal with promotional interests on one hand and publicist ideals on other? These are core issues in relationship between marketing and journalism. KH: It has been claimed by TV 2, NFF and football clubs themselves that TV 2 is the best sponsor of football. What does this mean from a marketing perspective? BT: We are largest sponsor of Norwegian football in terms of revenue for Norwegian Football Association. This means that we are in a position to determine degree to which general sponsors receive on-air publicity. Commercial sports sponsors will often measure their contract according to on-air exposure, and thereby are able to document value of their sponsorship. It goes without saying that a TV company that occupies position of largest sponsor retains a rather unique opportunity to substantiate value of its contract. The more Norwegian football there is on TV, bigger commercial value. That's not bad from a marketing perspective! I believe effect of such an extensive television deal requires a professionalisation of clubs. TV 2 has made specific demands of clubs and their players with regard to what we expect in terms of involvement and appearance. An inherent supposition is that football makes itself available--in other words that it makes itself available for TV 2. This entails, for instance, that we demand that they are available for interviews in connection with televised games. KH: How is football deal working out? BT: Even though we are still in early stages, I can honestly say that our experience so far has been exciting and very positive. This entire contract has elevated TV 2 as an organisation and has accelerated a great deal of internal developments. The way in which we have taken on challenges of web-TV, mobile phone technology and integration of different platforms, and made all these features function together as a whole, has been surprising. Without this football contract it would have taken TV 2 a lot longer to get to where we are today. On top of this we have established a new [sports and entertainment] TV channel--TV 2 Zebra--in market at record speed. Thanks to football, our developments have been sensational to a degree that is really unheard of in television world. On many of these platforms--not least TV 2 Zebra--football and contract itself have become primary selling point. Without it, TV 2 would not have had necessary marketing tools for carrying out these developments. KH: How important are 'football profiles' for coverage, and how are these promoted? Has TV 2 advised players and managers on how to deal with TV medium? BT: Building profiles is an important feature, as it is in all aspects of TV sports business. We advise clubs, club administrators and players and try to make them understand our needs--and consequently how our needs also help serve their interests. …
Publication Year: 2006
Publication Date: 2006-10-01
Language: en
Type: article
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