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Recently, the New York Times reported that UFC, the US mixed-combat event, has doubled its copyright revenue in China to five years and $100 million, attracting the attention of a large number of sports enthusiasts. Interestingly, in the enthusiastic crowds have “sorrowed” the cost of copyright charges on the other side of the sky, chasing the copyright running sports events broadcast the giants did not stop. .

As UFC said, the value of sports copyright revenue in China is rapidly increasing. Or the interests are driven, or strategic deployment, but in any case, the visible status quo is that on the track of sports copyright, the high copyright fees and the difficulty of realizing it are not the motivation or the burden?

“Sports events are comparable to rates”

According to iResearch, the number of online sports events in China will reach 440 million in 2020. This data directly indicates the market size of sports events in China. Therefore, obtaining the right to broadcast sports events is especially important for major investment companies. The leading companies began to spend a lot of money on the layout of sports events 11 years ago.

In the case of Premier League copyright fees, 11 years ago, Tiansheng, which had just been established for five years, won the full media broadcast rights in mainland China for the first three seasons of the Premier League in the 2007-2008 season at a price of US$50 million. The free Premier League broadcast of Chinese fans for nearly 20 years has become a history. Tiansheng Company opened the prelude to the pay-for-play era of sports events with US$50 million.

“The crowds on the field are crowded, how enthusiastic the cheers are, and how much high the potential for rising copyright fees will be.” After Tiansheng, Xinying Sports won the Premier League 2013 at a price of 1 billion yuan. Copyright of the 2019 season. Compared with 50 million US dollars, it has risen about 3 times. However, as one of the three highest incomes in the world, the amazing data of the Premier League is not a threefold increase in copyright fees, but the China Industry Information Network reported that its broadcast rights have risen from $190 million in 1992. It was $5.22 billion in 2016 and has grown nearly 26 times in 25 years.”

In the future 2019-2022 season, the domestic copyright of the Premier League was won by Suning Group for US$721 million, which is calculated at the current exchange rate between the US dollar and the Renminbi. This price is more than five times the price of the previous cycle. China also became the country with the highest overseas copyright fees in the Premier League.

In addition, according to the statistics of Analysys think tank, in 2015, the Olympic Games Power was 8 billion yuan.The “high price” won the Chinese Super League’s five-year event production and full media broadcast rights, which is 20 times the price of the previous season. Tencent won the NBA China’s network broadcasting rights and game development rights for five years and 500 million US dollars, which is five times the contract price signed by Sina Sports.

In terms of annual unit price, La Liga is not as expensive as the Super League and NBA, but it should not be underestimated. In 2015, PPTV won the exclusive full media rights of five years of La Liga in China for 250 million euros, which is 25 times the original contract price.

The copyright fee sings all the way, and in 2017, when the copyright fees for sports events are becoming colder, the buyer feels pressure–

The purchase of the Super League tournament production and the rights of the whole media broadcast expressed the desire to suspend the payment of copyright fees and re-negotiate the copyright fees. This wish was reached in 2018 – in the new contract, the Olympics Power won the 2016-2025 Super League copyright for a total price of 11 billion yuan. But in fact, the Olympic Games Power paid 3 billion yuan for the new five-year copyright, and the copyright price has shrunk dramatically.

The president of Xinying Sports said that the copyright price is such as house price, and even there is a paragraph saying that “it is worth mentioning that there is anything comparable to the price of the house. However, even in the face of the high price of copyright, domestic capital is still rushing.

Powerful competition, the Big Three seize the track

When it comes to sports, there are a lot of people entering the market, but those who go ashore are embarrassed. At present, the country is mainly a three-legged trend, of which BAT accounts for two.

The first is Goose Factory Tencent. Tencent Sports is characterized by the implementation of refined operations. Since becoming the exclusive digital media partner of NBA in China in 2015, Tencent has been testing the refined copyright operation mode of the water in the NBA. At present, the effect is remarkable.

The tenet of Tencent Sports has always been that in order for copyright to maximize its benefits, it is necessary to dig deeper into its added value and create content products that connect from fans to copyrights to stars.

To achieve its purpose, Tencent Sports has created more than ten theme programs for the NBA, allowing fans to understand the NBA in depth, explore the history of the NBA, and even the American basketball culture and humanities. In addition, it is actively developing live broadcast technology. In 2017, Tencent launched a new super large panoramic studio to create an immersive viewing atmosphere for the audience.

In the past few years, Tencent Sports has continuously exerted its experience in the refined operation of NBA events. At present, it has harvested the famous event resources such as Premier League, Champions League, Bundesliga, Serie A and CBA, and established a strong copyright empire for sports events.

Unlike other companies, since its inception in 2015, Ali Sports has received much attention, and it has a special path for sports events – its initial positioning is the “dead” original IP event.

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