ArkSports Databox: Who should take the lead in providing digital sports services? - April 2004  

Between 14 January and 13 February 2004, Sport and Technology carried out a survey of key executives within the business of sport on the subject of monetising digital sports content.
The survey participants were asked which industry player should take the lead in providing sports services over digital platforms.
The largest number of respondents (20%) identified broadcasters as having the opportunity to take the lead in providing new media sports services. "Television will always be king. Broadcasters know better than anyone else how to best present a sport, and broadband technologies will allow networks to maintain their leadership position," said an undisclosed respondent.
"Broadcasting companies could devise a cheap way of producing TV pictures which could then be available as a broadband webcast to be sold to subscribers," added a communications co-ordinator from a sports federation. "It has been demonstrated that many fans view games while at the same time are online at their computer. Broadcasters should improve complementary/synergistic content between online and TV," said the managing director of a venture capital company.
"IT companies have the vision and technology as well as the financial gain to push the industry," said the content director of a sports broadband network. Sponsors were thought to have the best opportunities according to 14% of respondents. "Sponsors are ideally positioned to reap the benefits of taking the right sort of lead utilising any of the above areas," said an undisclosed respondent. "Sponsors are always in search of new content to be associated with. This provides unique opportunities," believes the president of a sponsorship research company.
Other companies that could take the lead included governments and newspapers. As could consultants, said the director of a TV production company. "Sports people generally don't understand marketing and technologists don't understand either marketing or sport. Someone has got to take a lead and be an honest broker of possibilities."

Opinions on industry participants taking the lead in providing digital sports services (%):

This article was seen first by people who receive the monthly newsletter, join them.