Latest News

Back to Latest News back


Sports rights and sports media revenues set for 5.6% growth across APAC through 2022

Sports rights and sports media revenues set for 5.6% growth across APAC through 2022
May 12, 2022

The market for sports rights and sports media revenues across Asia Pacific recovered in 2021 after the damaging impact of the Covid-19 pandemic in 2020 and is expected to grow at a sustainable rate over the five years to 2026, according to a report from Media Partners Asia (MPA).

The report, which tracks the growth trajectory of sports rights and TV and online video sports revenues across 14 markets in Asia Pacific, suggests that the main growth will be consumer and advertiser demand for live sports across integrated streaming entertainment and sports platforms along with TV networks in key geographies

The market for sports across Asia Pacific crashed during 2020 with the impact of the COVID-19 pandemic, with MPA advising that sports rights in the region contracted by US$1.2 billion in 2020 while sports media revenues fell by US900 million in the same year.

Rights values crashed in China in 2020 while revenue contraction was marked in Australia and Japan. 2021 saw significant recovery in rights values and revenue, which MPA expects to continue in 2022, ensuring that rights values return to pre-pandemic levels, surpassing the absolute value of rights registered in 2018.

In 2021, sports media revenue growth was especially significant in Australia, China, India, Japan, Korea and South east Asia, led by Indonesia and Thailand.

Commenting on the findings of the report, MPA Executive Director, Vivek Couto stated “sports remains vital in Asia Pacific as a tactical weapon to build brand and market share and in certain instances, pricing power. However premium tier-1 rights generally remain loss leaders or breakeven bets, especially in the case of marquee football and cricket properties.

“TV platforms remain important for the value of sports rights and monetisation but the growth of online videoas well as tighter consumer and advertising wallets have squeezed growth in key Asia Pacific markets with many players impacted by cord cutting as customers continue to churn to inntegrated entertainment and sports streaming platforms; pure play sports streaming platforms; and piracy.

“TV reach and revenues will however grow at a robust rate in large scale markets such as India, which emerged as the second-largest TV sports market through the pandemic, after Japan. “Meanwhile, the rapid growth of online video distribution has boosted sports rights and revenues through SVoD and freemium windows, especially in markets such as Australia, India, Indonesia and Korea. The economics of pure play sports streaming remains challenging; integrated entertainment and sports platforms remain on a stronger path while TV and streaming bundles will continue to play an important part in unlocking the value of sports.”

MPA projections indicate that Asia Pacific sports revenues in TV and online video will grow at a combined 5.9% compound annual growth rate (CAGR) between 2021-26, climbing from $6.7 billion in 2021 to $8.9 billion by 2026.

Four markets - Australia, China, India and Japan - will contribute more than 82% to revenues in 2022, growing to 83% by 2026.

In 2022, online video’s share of APAC sports revenues will grow to 33% in 2022 versus 28% in 2021, and is expected to reach 42% by 2026. Major market drivers of online video sports market share growth include Australia & New Zealand; China; India; Indonesia; Singapore; and Taiwan.

TV will remain critical in India, Japan, Korea and Malaysia. In the pan-regional sports broadcasting market, SpoTV, the Korean sports broadcaster owned by Eclat, has launched after the demise of the Fox Sports with a number of key properties across Greater Southeast Asia. Because of the break-up of Fox’s sports rights and the growth of local platforms (with English Premier League rights in some instances), the pan regional sports media market has contracted, hitting a low in 2021 but growth has resumed in 2022, driven by beIN (which has retained some key properties post pandemic) and SpoTV.

Sports rights costs across Asia Pacific markets will grow 5.6% in 2022 to reach $6.5 billion and at a CAGR of 4 % between 2021-26 to reach $7.4 billion by 2026.

Again, Australia, China, India and Japan dominate and will contribute 77% to Asia Pacific sports rights investment in 2022, rising to 79% by 2026.

Over the 2021 to 2026 period, sports rights investment in India will grow at 10.1% CAGR, bolstered by demand for cricket properties, led by the Indian Premier League (IPL).

Football leads the sports rights market in APAC with the Premier League topping the list of individual properties. Rights for the 2022-2025 English Premier League have fallen by -25% to US$1.4 billion because of a substantial deterioration in China. Excluding China, Premier Rights values for Asia Pacific grew by 10% to $1.2 billion, driven by healthy increases in Australia & New Zealand, Indonesia, Japan, Korea and Thailand.

In certain instances, six-year right options were taken up, led by Optus Sport in Australia and StarHub in Singapore.

Streaming was a key driver of inflation in markets such as Australia, Indonesia and Korea in particular.

Lower image: The Indian Premier League (IPL) trophy. Over the 2021 to 2026 period, sports rights investment in India will grow at 10.1% CAGR, bolstered by demand for cricket properties, led by the Indian Premier League (IPL). Credit: IPL.

Related Articles

24th April 2022 - Victorian Government champions diversity in Sports Broadcasting

2nd February 2022 - Australian Open 2022 scores with sponsorship and broadcast success

20th January 2022 - Swimming Australia bolsters 2020/21 profit despite sponsorship and broadcast transitions

31st December 2021 - Water Polo Australia partner with News Corp in new national broadcast streaming deal

20th December 2021 - NRL secures extended broadcast deal worth more than $2 billion

15th December 2021 - AFL unveils new networking program connecting sponsors, members and broadcasters

9th October 2021 - WNBL agrees new broadcast deal ahead of 2021/22 season

20th August 2021 - NBL agrees three year broadcast deal with 10 Network

31st May 2021 - Indian Premier League season to continue in the UAE in September and October

26th May 2021 - Australian Professional Leagues agrees five-year broadcast deal with Channel 10

26th April 2021 - Preparing for Finals 2021 Super Rugby AU season broadcast ratings rise 144%

16th March 2021 - News Corp broadcast deal set to boost exposure for Water Polo Australia

3rd February 2021 - Netball Australia agrees new broadcast and digital rights partnership with Foxtel

24th December 2020 - AFL announces broadcast agreement extensions with Foxtel and Telstra

9th November 2020 - Rugby Australia announces $100 million broadcast deal with Nine Network

30th October 2020 - Basketball Australia broadcast deal gives WNBL significant exposure

15th October 2020 - International Swimming League announces season schedule and global broadcast deals

25th August 2020 - Games broadcaster says chances of Tokyo Olympics being staged in 2021 are ‘50-50 at best’

10th August 2020 - Indian Premier League drops China’s Vivo as naming right sponsor

27th July 2020 - International Cricket Council executive forms Australia-based sports media agency

26th July 2020 - NRL broadcasts lose more than a million viewers since competition restart

19th June 2020 - FFA agrees new broadcast deal with A-League 2020/21 season set for winter finish

12th June 2020 - Seven to save $87 million with new AFL broadcast deal

1st May 2020 - Coronavirus has multi-billion dollar negative impact on global sport

1st April 2020 - KONKA announces partnership with esports media company

11th March 2020 - Seven Network partners with esports media company

23rd September 2019 - Value of Digital Sports rights predicted to grow by 10% over next five years

16th September 2019 - NRL partners with esports media company to evolve Grand Final week

11th May 2015 - Qatar hosts Women in Sport media workshop