Initially, they relied on multiple platforms and preferential services to gain a foothold. Now, they even have the ability to "make waves" in the top sports copyright resource market, and no one dares to ignore their existence.

Various emerging OTT service platforms have begun to devour the sports copyright market crazily. Even , Facebook, and Amazon can feel the threat. Initially, they relied on multiple platforms and preferential services to gain a foothold. Now, they even have the ability to "make waves" in the top sports copyright resource market, and no one dares to ignore their existence.

DAZN and Eleven Sports are the most famous and the most eye-catching. DAZN initially launched in German-speaking areas, Japan, Canada and other markets, and recently it has rapidly expanded into the Italian market. In addition to top football league resources such as Serie A , La Liga , Ligue 1 , DAZN also has resources in Italy such as the African Cup of Nations, South American Copa Libertadores , England League Cup , MLB, and NHL. According to DAZN CEO James Rushton, centralized resources, affordable subscription prices, and no long-term contracts are the most important competitive advantages of the platform. In addition, DAZN has also penetrated into the US market.

Guided by the concept of fans first, the emerging digital streaming media platform quickly gained a foothold in the market by creating a better and fairer way to disseminate top sports events. The positioning of Eleven Sports is similar to DAZN. The company was established in 2015 by MP Silva co-founder Andrea Radrizzani. Its main service areas include the United States, Italy, Belgium, Luxembourg , Poland , Singapore and other countries and regions.

Eleven Sports initially collected a large number of relatively niche sports event copyrights, including Indian Premier League IPL, snooker , darts, Ultimate Frisbee and lacrosse, etc. This kind of content composition is helpful for self-exploration User market segments. Now, it has also focused its attention on top football resources and formed a competitive situation with DAZN.

Today’s young audiences are global sports fans. They are not restricted by nationality or region. Therefore, their focus is not limited to their own city. This requires the media to also have a global perspective, which is also the foundation of Eleven Sports.

Entering 2018, Eleven Sports has aggressively attacked the British and Portuguese markets. This move will also have an impact on the local sports pay TV industry structure. Portugal is the tenth market that Eleven Sports has entered. Top football resources such as Champions League , La Liga, and Ligue 1 have become Eleven Sports's possessions, while Portuguese pay-TV broadcaster Sport TV has become a loser.

As a result, Eleven Sports has obtained La Liga copyrights in Poland, Belgium, Luxembourg, the United Kingdom, Ireland and Portugal. In addition, starting from next season, it will broadcast all 138 games of the Champions League and European Super Cup . Previously, Sport TV had to pay 15 million euros in copyright fees for the Champions League and Europa League rights each season. It is foreseeable that Eleven Sports' bid is much higher than this. However, UEFA is not one-size-fits-all. Sport TV can still broadcast one Champions League game every game week. Even so, the copyright fee for a single season has reached 5.3 million euros.

Eleven Sports has become the leader in the Portuguese sports media market at an astonishing speed, and its business philosophy is fan-centered. Danny Menken, the company’s managing director, said: “Everything we do is to create the greatest value for our fans. We are fully committed to bringing Portuguese fans the best products on the market, including the most Good players, clubs and leagues.” In addition, the Portuguese regional copyrights of many football matches including Bundesliga and the Scottish Premier League have also been acquired by Eleven Sports. With the copyright,

has the right to speak, but content alone is not enough, and there must be sufficient distribution channels. Eleven Sports quickly reached a content transmission agreement with Portuguese telecommunications company Nowo, which is the most efficient way. Telecom companies are equally profitable. Entering the sports market and reaching the broadest fan base is an important step in the company's growth strategy, which helps increase its market penetration.

Portugal is a small market after all, but the UK is completely different, because Eleven Sports has to compete with industry elites like Sky Sports. Starting from the new season, Sky Sports will lose the rights to La Liga, and before this, the two parties have cooperated for more than 20 years. Sky Sports' latest offer is less than £18 million per year, thus losing the capital to compete head-on with Eleven Sports.

Eleven Sports Executive Chairman and CEO Marc Watson believes that the way young audiences watch live sports is changing, and Eleven Sports hopes to reflect this changing trend at the product level. Innovation is crucial to this emerging company and is one of the main requirements for league promotion. Football is very popular in the UK, not only Premier League , but La Liga is also indispensable.

Eleven Sports wants to build more investment portfolios in the British market. Although it is not yet able to start with the Premier League and Champions League, the competition for other football resources will still make Sky Sports feel nervous. Not long ago, Eleven Sports also reached a strategic agreement with IMG. The company will launch two new digital streaming subscription channels in the UK. Such an OTT service platform is prepared for loyal football fans, which will provide many choices and flexibility. .

Prior to this, the three-year copyright of Serie A in the UK was also taken over by Eleven Sports. Interestingly, IMG is the actual owner of the international copyright of Serie A. Eleven Sports has enjoyed the benefits of first-come-first-served basis. Serie A's UK rights previously belonged to BT Sports.

Eleven Sports’ two OTT platforms have their own division of labor. One platform is mainly responsible for displaying La Liga and Serie A game content, while the other two platforms focus on high-end combat sports, e-sports and extreme sports. In addition, in order to avoid conflicts, there will be another four channels that will appear when needed. LaLigaTV can broadcast La Liga-related content 24 hours a day. These channels are operated by IMG.

Eleven Sports’ British copyright portfolio has also added three new packages: the Eredivisie, Chinese Super League , and Swedish Super League. That means that starting from next season, the Chinese Super League will also leave Sky Sports. The British media generally believes that Sky Sports is suffering from emerging The media's repeated attacks are a very dangerous signal. Eleven Sports has attracted great attention from copyright owners. As Adam Kelly, senior vice president of global sales of IMG Media, said, Eleven Sports has shown strong creativity in a short period of time. This is something traditional pay TV has no time to deal with.

All levels of the entire industry chain are promoting direct-to-consumer business transformation, and advertisers also hope to find new business strategies, all pointing to more flexible operations. Another advantage of Eleven Sports is the openness of cooperation. It does not put itself in a competitive environment. For example, Eleven Sports and Facebook should be competing at the level of sports copyright distribution, but in the UK, both parties can also be on the same side, because Eleven Sports needs a large number of new viewers on Facebook.

La Liga and Serie A will have at least one game every week that will be broadcast live for free on Eleven Sports' Facebook page, including Ronaldo's Serie A debut at Juventus . It is Eleven Sports' ambition to become a gathering place for sports fans in the global market. In addition to copyright, they also hope to establish a new content distribution model, and cooperation must be the main tone.

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