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Broadcasting of Sports Events


Broadcasting of sports events is the live coverage of sports events, whether on television, radio, or any other broadcasting media. It usually involves sports commentators. Broadcasters may have different interests, and they may have different perspectives on the broadcast. Some broadcasters have different standards and can’t broadcast every sports event.

Issues surrounding joint buying and selling of TV rights

There are a number of issues that surround the joint buying and selling of TV rights for sports. A primary concern of owners of events is the quality of service they receive from third-party broadcasters. Rather than selling the rights directly to the public, sports clubs and associations 스포츠중계사이트 mint them and sell them to specific broadcasters in different countries. This practice is controversial because critics say that it prevents fair competition among broadcasters and limits consumer choice.

First, the cost of first-copy rights is very high. This cost is independent of the number of channels acquiring rebroadcast rights to the same sports programme. However, if other channels buy the same programme, cost sharing can occur. The current actors involved in sports rights trading are described in Figure 1.

Another issue that arises in these deals is the risk of anti-competitive behavior on the part of the sports rights sellers. This can be risky, especially if the rights are long-term and the fees are high. This is especially problematic for channels that overestimate the popularity of their sports programmes. Further, the market conditions may have changed during the duration of the contract, and the value of sports rights can be greatly reduced. In addition, too many new entrants may reduce the value of sports rights for established channels.

Unfair competition among broadcasting agents

The current situation in the broadcasting industry is characterized by unfair competition between broadcasting agents. The monopoly of big broadcasting agencies may result in fewer choices for consumers. At the same time, a growing number of sports events are being covered by TV networks. These trends will inevitably restrict the choice of sports consumers. Therefore, event organizers should take steps to ensure that the broadcasting rights are not infringed upon.

A major concern for owners of sporting events is the joint selling of broadcast rights by sports associations and clubs. This practice limits competition and diminishes the quality of services rendered by third parties. In addition, sports associations and clubs often delegate rights to other parties and sell them in large packages to particular broadcasters across various countries. Critics point out that joint selling of broadcasting rights is unfair competition as it restricts the ability of broadcasting agents to compete with each other, thus limiting the choice of consumers.

Another concern is that the European Broadcasting Union could oppress private television broadcasters and other broadcasters. In 2008, the EBU sought to become the main broadcaster of Olympic games. The union’s actions have resulted in a ruling against this practice.

Limitations on who can show footage of sports events

Many sports leagues want to limit how they show pictures and information about their events. The result is that journalists are often forbidden from broadcasting live game reports and pictures. Furthermore, they may not show video of the event during the broadcast rights holder’s break. The following are examples of sports leagues trying to control who can show footage of their events:

Impact on viewers’ interest in the broadcasting channel

The popularity of short-form content on social media and mobile devices is eroding viewers’ interest in broadcast sports. As a result, more viewers are diverting their eyeball from sports programming and moving to other forms of media. But the essence of sports is still the live experience. So how can broadcast sports remain relevant and popular when viewers are increasingly avoiding live games?

Sports media, in general, exerts great influence on product acquisition. The popularity of these events translates into the number of hours that viewers spend watching sports content. In addition, these events can increase spectators’ identification with the team. As a result, they can influence the societal dynamics and behavior of the spectators.


Sports events involving big-name athletes can increase viewers’ interest in a broadcasting channel. For example, the change in golf from match play to stroke play ensures that the top golfers will reach the final stages. Similarly, the tiebreak in tennis has replaced the lengthy deuce games.

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