La Premier League s’exporte bien

La Premier League s’exporte bien, à tel point que si vous vous rendez en Birmanie, vous devriez trouver des matchs de Manchester United, Chelsea ou encore Arsenal diffusés sur la TV nationale.

Un vrai paradoxe quand on sait que la Birmanie, l’un des pays les plus pauvres dans le monde avec un revenu annuel moyen qui atteint peniblement les 1000 euros, vient de dépenser 30.8 millions d’euros pour s’acheter les droits de la Premier League à la télévision ! Le contrat précédant atteignait à peine les 250 000 euros, ce qui représente une augmentation faramineuse de près de 12 400%!

La Birmanie est l’un des nombreux exemples de la flambée des prix des droits TV de la Premier League à l’étranger.

Durant le dernier cycle de vente des droits TV de la Premier League, l’institution a récolté 1.437 milliards de livres.

Pour le cycle 2013-16, ce chiffre devrait dépasser les 2 milliards, auxquels il faudra rajouter les droits domestiques, à savoir le live (3 milliards de livres entre Sky et BT), le magazine Match Of The Day (178 millions de livres de la BBC), le différé et internet pour donner le montant global qui devrait avoisiner les 5.5 milliards de livres de revenus pour la Premier League. Tout simplement un record.

Cet argent, en enlevant les frais de fonctionnement de la Ligue, sera partagé parmi les 20 clubs de l’élite du football anglais, signifiant qu’à la fin de la saison prochaine, en 2014, le dernier de la Premier League empochera 60 millions de livres grâce aux droits TV alors que les champions prendront eux la modique somme de 100 millions de livres.

Avec ses nouveaux contrats, la Premier League se place en tête des 5 grands championnats européens sur les ventes à l’étranger, puisque la Liga a généré 16 millions d’euros, la Serie A italienne 91 millions d’euros et la Bundesliga, un léger 61 millions

Comment expliquer de telles sommes investies ? Tout simplement, le Championnat Anglais est, avec l’Espagne, celui qui regroupe le plus grand nombre de stars avec un fort pouvoir d’attraction à l’international. Les Espagnols et Brésiliens de Chelsea, les Français et Allemands d’Arsenal, les Argentins et les Ivoiriens de Manchester City ont permis à la Premier League de se faire un trou dans plusieurs pays dans le monde, avec l’aide d’ambassadeurs de choc comme par exemple David Beckham qui a ouvert les yeux au « soccer » à une bonne partie de la population américaine.

De ce fait, les diffuseurs locaux estiment qu’ils pourront à minima récupérer leurs investissements grâce à cette audience grandissante et à sa monétisation grâce aux espaces publicitaires qu’elle pourra diffuser durant ces matchs ou via un système de chaines premium qui fonctionnent sur abonnements (Canal+, ESPN Sports Channel, etc.).

La Birmanie est donc l’un des pays qui a subi la plus horte hausse des droits TV tout comme la Thailande (+432%), l’Inde, le Vietnam ou l’Indonésie.

A noter que pour la Chine, les droits TV ont été vendus pour une période de 6 et non 3 ans afin de permettre au pays de se développer encore plus. 

Aux Etats-Unis, les droits TV ont eux aussi explosé avec NBC qui a récupéré le joyau de la reine avec une offre quasi 4 fois supérieure au montant payé par la Fox. Une acquisition qui va permettre à NBC de renforcer son offre dans le sport puisque la chaine est déjà la chaine officielle des Jeux Olympiques.

En Europe, seule la Scandinavie a augmenté sensiblement, passant de 136.8 à 200 millions d’euros pour cette période de 3 ans. On attend le sort de la France puisque l’appel d’offres n’est pas lancée et qu’on annonce une offre démesurée de BeIn Sport pour récupérer ce dernier bijou au nez et à la barbe de Canal+.

Vous l’aurez compris, les investissements financiers pour acquérir la Premier League sont faramineux, mais les chaines pourront-elles réellement suivre dans les années à venir ?

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