A recently published study due to illegal streaming, EPL has missed out one million euros worth of sponsorship.
The study was conducted by sponsorship valuation firm GumGum Sports in partnership with digital piracy authority Muso at the behest of an unnamed elite EPL club- focused one eight matches spanning the 2018-19 season. On average, each match saw an audience of 7.1 million fans across as many as 19 countries.
China is the top-most country plagued by piracy. More than one million sports fans per match in China access their favorite sports through illegal streaming. After China, in Vietnam, India, Nigeria, Kenya piracy is widely prevalent. America is standing at 10th and UK is standing at 11th position respectively in terms of piracy.
Brian Kim, the general manager of GumGum Sports said, “Clubs and sponsors have never been able to quantify media exposure form unauthorized streaming, which over the years amounts to billions of dollars in unrealized value. Now we have a unique data set that gives an advantage to brand sponsors while also enabling clubs to better demonstrate the value they are driving on behalf of corporate partners.”
Muso identified the size of global digital piracy audience. GumGum Sports then analyzed on-screen exposure and duration for sponsorship placements, and produced global media equivalencies for the live broadcast to calculate media value per nation.
Andy Chatterley, the CEO and founder of Muso stated, “Piracy audiences have too long been disregarded as offering no real value to rights holders and distributors, but the reality is that these huge audience still see the same shirt sponsors and commercials as people watching the game via a licensed channel.
Sports rights owners are now waking up to the fact that they are leaving sponsorship money on the table by not measuring, understanding and gaining insight from piracy audience- and we are looking forward to continuing work with GumGum to change the perception of piracy audiences’ value.”
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