Overseas television deals have increased from 18 per cent of Premier League broadcasting income to 25 per cent in the last financial year and are expected to reach 30 per cent by 2014. The money is generated through 84 separate contracts covering 211 countries. This increased emphasis on the overseas market was a sensible move given that the home market was near saturation and the product had clear international appeal.
Overseas television deals have increased from 18 per cent of Premier League broadcasting income to 25 per cent in the last financial year and are expected to reach 30 per cent by 2014. The money is generated through 84 separate contracts covering 211 countries. This increased emphasis on the overseas market was a sensible move given that the home market was near saturation and the product had clear international appeal.
This is particularly the case in South-East Asia where it provides a popular basis for gambling. The region accounts for 16 per cent of income and if you add in Hong Kong (12 per cent) and Singapore (11 per cent) the figure reaches 39 per cent. China is also an important market, but is the main source of internet piracy concerns, so there may not be much net gain. India is seen as a potentially important market despite the mass appeal of cricket.
So far the money has been handed out on an equal shares basis, but one can imagine global brands like Manchester United and Liverpool asking for a larger share. So far they haven’t and probably won’t as long as the overall amount received keeps going up.