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State of the Screens

Premier League Scores Big With NBC Deal

By November 24, 2021February 3rd, 2022No Comments

Big news: The English Premier League (EPL) has agreed to a 6-year deal with NBCUniversal for the U.S. media rights valued at $2.7B.

Why this matters #1: Soccer has “finally arrived in the United States” as the fifth major sport.

Why this matters #2: Sports rights are a global game.  For example, see NBA/China or F1/U.S.

Share of soccer games with 200K+ viewers in the U.S. according to Nielsen:
1) Premier League (EPL) – 72%
2) Major League Soccer (MLS) – 10%
3) CONCACAF – 5%
4) USWNT – 5%
5) Other – 8%

Share of global sports media rights according to Sports Business Consulting:
1) Soccer – 40%
2) American football – 15%
3) Basketball – 9%
4) Baseball – 8%
5) U.S. college sports – 6%
6) Motorsports – 4%
7) Ice hockey – 3%
8) Cricket – 3%
9) Multi-sport events – 2%
10) Golf – 2%


Key details for U.S. EPL media rights deal:
1) 2022-28
2) 380 games per year
3) ≈ $1.2M per game

EPL media rights per year according to Variety:
1) 2013-16 – $84M
2) 2016-22 – $167M
3) 2023-28 – $450M

Big question: Who else was bidding?

Bidders on U.S. EPL media rights included:
1) Amazon
2) ESPN/ViacomCBS
3) Fox
4) NBCUniversal
5) WarnerMedia

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.