Everton and Liverpool brace for another financial boost after another deal agreed after £2bn windfall
The Premier League’s global appeal continues to grow.
After securing domestic rights on the same terms as the previous round during the pandemic, there was hope that interest in the world’s most-watched football league would be sustained and the money paid would follow, if it was not reaching the heights that might have been possible in a pre-COVID world.
But the six-year US TV deal which was canceled in November saw NBC renew for six years for a £2billion fee. That, coupled with momentum in other international territories as the Premier League opened to longer cycles than the traditional three years, saw overall international revenue exceed what was brought in domestically, pushing overall rights from the Premier League to £10 billion for the next cycle. .
Despite the collapse of China’s PPTV deal at the start of the pandemic, where the Suning-owned streaming platform defaulted on two payments before ending their deal, the Premier League retained its appeal, even in the face of it. developing, although last season was played almost entirely behind closed doors, something the owners say may have hampered the chances of an increase in numbers due to the show shrinking for one season.
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The PPTV deal was an outlier and the Premier League won a High Court battle to recover £164million from the broadcaster earlier this week. Rights elsewhere were pushed forward, although there was no growth in China following a new rights offering which might have been expected.
For Everton and Liverpool, broadcast rights form the cornerstone of their economic strategy. For owners and investors, the strength of Premier League rights and the cost certainty that comes with it has long been and continues to be a major draw.
And after the US TV deal was signed in November, Canada followed suit with a deal that would have raised the bar again.
Sports streaming DAZN, which has been linked to £583million from BT Sport, one of three rights holders in the country, has been ousted from its position as rights holder in Canada by the streaming platform based to New York FuboTV, which took over the rights for the 2022/23 season through the 2024/25 campaign. The deadline for tenders, as well as for the Latin American and Caribbean regions, closed in mid-December.
FuboTV was willing to pay big bucks to take the rights off DAZN, though the total sum has not been made public. The Premier League has made the rights to all 380 games available, with FuboTV now the exclusive partner three years after DAZN claiming they are the ‘new home of football’ in Canada.
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“(The Premier League deal) was a really great opportunity to launch us in Canada with a really significant offer,” Vanessa Morbi, FuboTV’s vice-president of marketing, told Canada’s Globe and Mail newspaper.
“We believe there is a large consumer segment in Canada that is looking for premium soccer content.”
Ben Grad, FuboTV’s senior vice president, content strategy and acquisition, told the same newspaper, “I would say we paid fair value for it. It’s a great property.”
From the 2019/20 season, international media rights, which had previously been divided equally between member clubs, had been weighted on a sliding scale depending on where clubs finished in the league, with the biggest clubs having argues that it is they who drive the interest and the high prices when it comes to international television markets.
For the 2019/20 season, Everton grossed £87.6m from domestic and international television rights, the latter worth £55.8m. They also brought in £19.6million in setup fees, accrued over the number of times a team features in a live broadcast. This brought the total sum of these three streams to £107.2m.
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For Liverpool over the same accounting period, while Premier League victory figures were not included in the Reds’ accounts due to the end of the season past the financial year deadline, the Anfield club grossed £134.1 million.
This figure was achieved thanks to the equal share all clubs receive of £35m, a set-up fee of £31m and £71.3m from overseas payments.
The 2020/21 accounts will show a rise in broadcast revenue due to discounts and additional games in the accounting calendar, it will be the accounts over the next three years from 2022 that will show the impact on the story balance sheet of the world’s continued love for the Premier League.