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Finland is winter wonderland for Fifa as 2022 World Cup delivers big fee increase

MOSCOW, RUSSIA - JULY 15: Adil Rami and Olivier Giroud of France celebrate after his team victory during the 2018 FIFA World Cup Russia Final between France and Croatia at Luzhniki Stadium on July 15, 2018 in Moscow, Russia. (Photo by Carlos Cuin/Jam Media/Getty Images)

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There are two truisms in the sale of sports media rights which at first glance appear difficult to reconcile. One is that every market has a unique set of characteristics and the value earned is contingent upon those characteristics at the moment the rights are sold. The other is that the early deals in a market-by-market sales cycle create a psychological benchmark which affects how sales in the following markets play out.

The International Olympic Committee extended a long run of media-rights revenue growth in Japan in its latest deal with the market’s free-to-air broadcaster consortium for 2026 to 2032, when the special case of the large Tokyo 2020 sales cycle is disregarded.

Absent any competition for Greek Cup rights in Cyprus, Cyta translated a 33-per-cent fall in inventory directly into a near one-third discount. 

Mediapro’s accusation of impropriety in the Uefa Champions League tender process in France has cast a cloud over a record rights-fee outcome for Uefa in the country. But the agency’s threat to take Uefa to court may not be credible, industry experts told SportBusiness Media.