Football fans are now paying 60% more to watch games when compared to the prices people were paying in 2020. A lot of the reason behind this is the fact that the market is becoming fragmented, and broadcasting rights are changing quite significantly compared to a few years ago.
Football Was Once Available through a Handful of Broadcasters
Just 10 years ago, football fans across the UK could easily access several top competitions, including the Premier League and Champions League. These were available through either the BBC, ITV, Sky Sports, or BT Sports.
Now, however, the rights to competitions like this are spread across streaming platforms, including Amazon Prime Video, Premier Sports, Apple TV+, and DAZN. Shifts like this have meant that fans who are interested in watching all 15 big tournaments have to subscribe to different services.
The average cost to watch all matches in 2020 was just £89, but now it’s over £140. Even though streaming platforms have created more affordable viewing options, football is becoming fragmented, and fans now have to subscribe to multiple services if they want to access all games.
With that said, that highlights a very important point. Football is currently experiencing global growth, and fragmenting offerings is often the best way to ensure that matches are readily available to people in other countries.
Football’s Reach is Growing by the Year
Even though rising costs may pose an issue for people in the UK, streaming platforms have played a big role in the popularity of football, especially in media markets like the US. TikTok, Instagram, Twitter, and more all allow football clubs to engage with millions of fans while bypassing traditional networks.
Amazon currently holds Premier League and UEFA Champions League rights, as well as international football rights for Ligue 1. In the US, they also have the rights to the NWSL Challenge Cup. Services like this are also releasing documentaries, which include Built in Birmingham: Brady & The Blues. This is available on Prime Video but features ex-NFL QB Tom Brady.
The series is helping to attract an even bigger US audience, who might not even follow football. Games like Football Manager 26 also help to increase football’s awareness. Even in iGaming, slots online like Gold Trio Football! And Football! Cash Collect have helped to deepen appeal, allowing fans to experience the sport in new ways. Games like this take the concept of football but add a unique spin, which helps people who aren’t yet football fans to engage.
Even though fans are facing higher prices due to fragmented rights, as well as the need to have multiple subscriptions, the sport is continuing to grow, and digital media has a big part to play here. With cross-cultural stars, including Tom Brady, helping to break the sport into new markets, particularly the US, it’s certainly an interesting time for football fans. Over time, we should see even more new markets emerge, as exclusive rights to certain leagues become the norm.
