The Exploration Of The Marketing Of English Premier League’s Broadcasting Rights

In the twentieth century, the introduction of sport broadcasting stimulate the development of professional sports. Individuals could watch free-to-air football games on Public Service Broadcast, which was called PSB. Later, with the development of paid sport programs, football fans could choose new routes to enjoy the game. This trend changed the mode that sport organisation has to rely on gate revenue, and sponsorship. Instead, with the cooperation with media, sport organisation could make most profits from sport broadcasting, and this mode was adopted by sport organisations.This study analyse former studies in this field, and will conduct further study according to the model of Professional Sport Supply Network, so as to provide an deep understanding of the sport organisation market and broadcasting market of the Premier League. The analysis of the upstream and downstream market broadcasting rights of the Premier League will be focused in this study. In the upstream market of broadcasting rights market of the Premier League, the broadcasting rights of the organisation enjoys strong bargaining power, as one kind of scarce" resource in sport market, and thereby, the revenue of the three seasons 2013-2016 comes to be 3 billion pounds. The European Commission introduce several policies to regulate the broadcasting market, in order to prevent monopoly in sports broadcasting market. Therefore, sport fans in the downstream market could enjoy cultural citizenship. Since then, the Premier League continued to utilize collective selling strategy to conduct the marketing of the broadcasting rights, and market sport broadcasting in different platform, so as to stimulate the competition in the broadcasting market to prevent monopoly. Furthermore, so as to promote the game and the subscribtion of the English Premier League live broadcasting programme, the organiser goes length to utilize new media platform to reach the viewers, and promote overseas market as well. In the downstream of the broadcasting rights market, owing to the rise in the fee of broadcasting rights, English subscribers have to endure this cost, if they still want to watch the games.According to these analysis, first of all, pulic policies fail to guide the market of English Premier League’ broacsting rights. The up stream, and the down stream of the broacasting market as well, is lack of comptetion. The collective selling marketing strategy of English Premier League work effectively, as the revenue coming from the fees of the broadcasting rights continues to grow these years. Secondly, new media platforms offer the game organizers the access to their customers in order to promote the Premier League, and the subscribtion of the game in multi media platforms. These all linked with one another. On the other hand, live stream broadcasting, video sites, and some other new media platforms bring chanllenges to the selling of the broadcasting rights as well. Lastly, the future of the broadcasting rights market of the English Premier League is closely related with the changes in public policy and media technology. The analysis of the way the organizers of the English Premier League will cope with these new opportunities and challenges is expected.