Star Sports: Monetising Sports Broadcasting Rights #218

For the last week of broadcasting tech on the SportsTech Allstars
we have Rajat Baweja: Lead, Content Partnerships & Non
Cricket Monetisation at Disney Star





Disclaimer: The views and opinions expressed in
this content are solely those of the author and do not reflect
those of Star Sports. Any opinions expressed should not be
interpreted as an endorsement by the company.





Summary


The conversation revolves around sports broadcasting and how
broadcasters monetize  the value of sports rights in India.
Rajat Baweja, from Star Sports, discusses the strategies
broadcasters use to drive their P&Ls to a positive outcome
every year. He further explains that the Subscription revenue and
the Advertising revenue are the primary ways broadcasters
maximize their revenues in India. They also focus on building
heroes and engaging with fans to generate value. Rajat mentions
that the merger between Disney and Reliance will likely make the
merged entity the most dominant player in the Indian sports
broadcast ecosystem. He also discusses the monetization
strategies for different sports, such as Cricket and Kabaddi. As
one of his specializations, Rajat discusses how Star Sports
monetizes sports broadcasting rights through advertising and
activations. He explains the importance of keeping sponsors
satisfied with their investments by offering them unique
engagement opportunities with fans. Rajat shares examples of
innovative activations, such as using AI to dub Steve Smith's
voice in Hindi and incorporating AR technology into broadcasts.
He also discusses the process of keeping a look out for and
implementing new activations in sports, highlighting the need for
constant market research and higher collaboration within the
team. In conclusion, Rajat emphasises the importance of
delivering great value to advertising partners and enhancing the
overall fan experience for sports lovers. 





Takeaways




Subscription revenue and Advertising revenue are the primary
ways sports broadcasters monetize in India




Building heroes and engaging with fans are one of the most
important strategies for generating value in sports
broadcasting




The merger between Disney and Reliance will likely make the
merged entity the most dominant player in the Indian
broadcast ecosystem




Different sports have different monetization strategies, such
as sponsorships and advertising, and brand solutions




The value of sports broadcasting rights in India is
influenced by market demand and competition




Star Sports monetizes sports broadcasting rights through
advertising and activations




Keeping sponsors satisfied of their investment involves
offering unique engagement opportunities which helps take the
brand closer to fan




Innovative tech based activations include using AI to dub
voices and incorporating AR technology into broadcasts.




Finding and implementing new activations requires constant
market research and collaboration within the team.




Delivering high value to commercial partners is crucial for
success in sports broadcasting







To learn more, visit:
https://www.disneystar.com/about-us/sports/ 





Get in touch with Rajat Baweja at:
https://www.linkedin.com/in/rajat-baweja-3730939/ 





Hosted by ⁠Rohn Malhotra⁠ from ⁠SportsTechX⁠ - Leading source of
Data & Insights about SportsTech startups and the surrounding
ecosystem.





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Chapters


00:00 Introduction


04:40 Value of Sports Rights in India


09:40 Managing P&L in Sports Broadcasting


11:55 Challenges and Opportunities in Growing Sports


14:50 Monetising Sports Rights


17:24 Importance of Right Properties 


21:02 Managing Main Sponsors 


24:41 AR Experiences & Contextual Integration


26:49 Personalised Content & AI Technology


29:08 Global Trends in Sports Broadcasting


33:53 Future of Sports Broadcasting