Star Sports: Monetising Sports Broadcasting Rights #218

The SportsTech Allstars Podcast

🎙 For the last week of broadcasting tech on the SportsTech Allstars we have Rajat Baweja: Lead, Content Partnerships & Non Cricket Monetisation at Disney Star

Disclaimer: The views and opinions expressed in this content are solely those of the author and do not reflect those of Star Sports. Any opinions expressed should not be interpreted as an endorsement by the company.

Summary

The conversation revolves around sports broadcasting and how broadcasters monetize the value of sports rights in India. Rajat Baweja, from Star Sports, discusses the strategies broadcasters use to drive their P&Ls to a positive outcome every year. He further explains that the Subscription revenue and the Advertising revenue are the primary ways broadcasters maximize their revenues in India. They also focus on building heroes and engaging with fans to generate value. Rajat mentions that the merger between Disney and Reliance will likely make the merged entity the most dominant player in the Indian sports broadcast ecosystem. He also discusses the monetization strategies for different sports, such as Cricket and Kabaddi. As one of his specializations, Rajat discusses how Star Sports monetizes sports broadcasting rights through advertising and activations. He explains the importance of keeping sponsors satisfied with their investments by offering them unique engagement opportunities with fans. Rajat shares examples of innovative activations, such as using AI to dub Steve Smith's voice in Hindi and incorporating AR technology into broadcasts. He also discusses the process of keeping a look out for and implementing new activations in sports, highlighting the need for constant market research and higher collaboration within the team. In conclusion, Rajat emphasises the importance of delivering great value to advertising partners and enhancing the overall fan experience for sports lovers.

Takeaways

• Subscription revenue and Advertising revenue are the primary ways sports broadcasters monetize in India

• Building heroes and engaging with fans are one of the most important strategies for generating value in sports broadcasting

• The merger between Disney and Reliance will likely make the merged entity the most dominant player in the Indian broadcast ecosystem

• Different sports have different monetization strategies, such as sponsorships and advertising, and brand solutions

• The value of sports broadcasting rights in India is influenced by market demand and competition

• Star Sports monetizes sports broadcasting rights through advertising and activations

• Keeping sponsors satisfied of their investment involves offering unique engagement opportunities which helps take the brand closer to fan

• Innovative tech based activations include using AI to dub voices and incorporating AR technology into broadcasts.

• Finding and implementing new activations requires constant market research and collaboration within the team.

• Delivering high value to commercial partners is crucial for success in sports broadcasting

To learn more, visit: https://www.disneystar.com/about-us/sports/

Get in touch with Rajat Baweja at: https://www.linkedin.com/in/rajat-baweja-3730939/

Hosted by ⁠Rohn Malhotra⁠ from ⁠SportsTechX⁠ - Leading source of Data & Insights about SportsTech startups and the surrounding ecosystem.

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Chapters

00:00 Introduction

04:40 Value of Sports Rights in India

09:40 Managing P&L in Sports Broadcasting

11:55 Challenges and Opportunities in Growing Sports

14:50 Monetising Sports Rights

17:24 Importance of Right Properties

21:02 Managing Main Sponsors

24:41 AR Experiences & Contextual Integration

26:49 Personalised Content & AI Technology

29:08 Global Trends in Sports Broadcasting

33:53 Future of Sports Broadcasting