LeSports may abandon exclusive broadcasting rights in the Super League and save 1 billion yuan. Suning has strong intention to join the game

Recently, there have been rumors that LeSports will give up the exclusive rights to broadcast new media in the Chinese Super League in the new season, and the copyright fee will drop sharply from the original 1.35 billion yuan to 300 million yuan for non-exclusive broadcasts. A Tencent Technology reporter once asked LeSports for confirmation, but LeSports said it would not comment.

Original title: Save 1 billion yuan! LeSports may abandon the exclusive broadcast of the Super League. Suning's strong intention to enter the game

is getting closer and closer to the opening of the Super League in the new season. However, the live broadcast platform for the new season's events is still pending. Recently, there have been rumors that LeSports will give up the exclusive rights to broadcast new media in the Chinese Super League in the new season, and the copyright fee will drop sharply from the original 1.35 billion yuan to 300 million yuan for non-exclusive broadcasts. A Tencent Technology reporter once asked LeSports for confirmation, but LeSports said it would not comment.

Just a year ago, LeSports won exclusive new media rights for two seasons of the Chinese Super League for RMB 2.7 billion. In just one year, everything has changed. Although the agreement between several parties has not been finally signed, it seems that LeSports has given up its exclusive broadcasting rights and Suning's PPTV Juli Sports has entered the game strongly.

Copyright spending dropped sharply by 1.05 billion

yuan."Sports don't have to buy Super League copyrights this year. I don't think it makes sense to have more than one billion yuan in Super League copyrights. It would be nice not to buy Super League, or buy less other expensive things. There are 10,000 live broadcasts a year. It doesn't matter if there is no Super League."

This is the voice made by Sun Hongbin, Chairman of the Board of Directors of Sunac China, after investing 15 billion yuan in LeEco at the beginning of the year. It more or less reflects the delicate relationship between LeEco and Super League copyright.

Although the sky-high gambling on the Super League has earned enough attention, there is a question mark how much benefits there are. At the end of last year, LeSports co-president Liu Jianhong publicly said: "So many TV stations broadcast the Super League for free, which is the greatest commercial value of the Super League. harm."

While many local stations can still broadcast the Super League, the value of LeSports 'exclusive broadcasting rights is obviously discounted.

A few days ago, a report in "Big Sports Business" also pointed out that in the fee-paying membership area that LeSports values most, the membership conversion rate brought by the Super League event is not ideal, and it is even quite inferior to other leading products under LeSports., less than one-tenth of the Premier League event.

Under such circumstances, it seems unreasonable for LeTV Sports to continue to insist on exclusivity at a high price, which has also become an important reason why LeTV is currently rumored in the industry to give up exclusive broadcasting rights.

In fact, after undergoing strategic adjustments, LeSports has placed more emphasis on profitability. If it lowers its profile this time, it can reduce the burden to a certain extent.

According to the reporter, once LeEco's identity changes from "exclusive" to "non-exclusive", copyright spending will drop sharply from 1.35 billion yuan a year to 300 million yuan.

As soon as possible, the Paper reporter also asked LeTV for verification, and LeTV said it was not yet able to provide a response. It is reported that LeSports has indeed not reached a final agreement on the new season's Super League events and the copyright party's Olympic drive. On the issue of Super League copyright, LeSports is still making difficult multiple-choice questions.

In the area of fee-paying members that LeSports values most, the membership conversion rate brought by Super League events is not ideal.

Does Suning complete the layout of a sports video platform?

As a copyright party, it is an indisputable fact that Sports is eager to withdraw funds through copyright distribution. Since LeSports is uncertain, it is imperative to find a new receiver.

Looking at the domestic capital market, there are not many companies that have the resources to digest and the strength to pay for Super League copyright. In contrast, Suning, which has made a lot of money in the football copyright market in the past two years, has the greatest interest in the Super League.

In August 2015, Suning spent 250 million euros to win the five-year exclusive copyright of La Liga from 2015 to 2020; In November last year, Suning spent another US$721 million to seize the exclusive copyright of the Premier League in the mainland of China and Macau during the 2019-2022 season

... In view of this, it will not be surprising that Suning will enter the Super League next broadcast. Compared with the sky-high copyright fees in the Premier League, the Super League copyright suddenly seems less expensive, let alone Suning chose such a good opportunity to enter the game:

Sports Power urgently hopes that several platforms will join hands to win the Super League, and the non-exclusive copyright fees have shrunk significantly compared with last year's exclusive broadcast era.

Suning spent 250 million euros to win the five-year exclusive copyright of La Liga from 2015 to 2020.

It is worth mentioning that for Suning, this is not only an opportunity, but also an important strategic layout. Once implemented, Suning, which holds the Premier League, La Liga and Super League, will achieve a clean sweep of high-quality football resources. Its PPTV Juli Sports will also become the most intimidating force in the domestic sports video platform.

The above speculation is not groundless. Although Suning, like LeEco, is currently in a state of news blockade, the reporter still learned through relevant people in Suning that Suning has a strong intention to sign the copyright of the Super League. It is only making final evaluation and judgment. The possibility of signing a contract in the short term is very high.

If the situation develops according to the current trend, the Super League in the new season will likely be broadcast by LeSports and Suning's PPTV Juli Sports. Before the Olympic Sports Power makes major changes, many local stations in China will continue to broadcast the Super League. The pattern will not be broken.

This means that for domestic Super League viewers, watching Super League events in the new season will not be affected by this copyright entanglement. In addition to traditional media, there will be more choices on new media platforms. LeSports may abandon exclusive broadcasting rights in the Super League, and Suning has strong intentions to enter the game

Editor: Nancy