The evolving landscape of sports streaming: commercial rights

The sports industry is undergoing a shift in how fans are accessing sports events. Thanks to changes in viewer preferences, several recent commercial rights deals are likely to shape the future of sports broadcasting.

This article delves into the latest developments in sports streaming and explores the legal frameworks that underpin them.

The streaming revolution

In the last few years there has been a shift from traditional television broadcasting to the use of streaming platforms. Aside from Sky Sports, there has been a rise in streaming platforms such as Amazon Prime Video and TNT Sports who are securing lucrative broadcasting rights for the world’s biggest sporting events. As a result, a highly competitive market has formed, reflecting the growth in demand for flexibility, and the desire for sports fans to access live sporting events across multiple devices.

Streaming platforms have innovated with different features to gain an advantage in the market, offering live statistics, multiple camera angles and financial incentives such as pay-per-view and customisable subscription plans.

At the centre of sports streaming is the ownership and licensing of the broadcasting rights. These rights are negotiated by the sports leagues, governing bodies and other key stakeholders. In the UK, for example, the Listen Events regime was introduced under the Broadcasting Act 1996. This legislation provides a list of sporting events which must be provided via free-to-air services to reach the majority of the population. One of the most recent updates took place in 2022 which included the provision of the women’s FIFA World Cup Final and European Football Championship Final.

Notable deals in sports broadcasting

One of the most recent broadcasting rights deals to be agreed is the Guinness Men’s Six Nations rights, whereby each union and federation have agreed the rights in the UK from 2026 until 2029. The rights will be split between ITV and BBC, providing free-to-air live coverage across both digital platforms and traditional TV platforms. BBC have also secured the rights to the Guinness Women’s Six Nations and the under 20’s Men’s and Women’s Six Nations until 2029. The partnership of BBC and ITV has extended into the FIFA World Cup for football with free-to-air services being provided until 2030.

Through the continued rise of women’s football, the Women’s Super League agreed a new five-year deal with Sky Sport and the BBC in October 2024 for the vast majority of matches to be televised starting from the 2025/2026 season either on television or online. In 2024, the BBC held the rights for the UK athletics major events series across TV, website and apps.

However, the downside of such a competitive market can be seen with the recent suggestion that most England men’s and women’s cricket team coverage will be pushed behind a pay wall.

Challenges and opportunities

The shift to streaming sporting events offers opportunities but there are challenges too. These include regulatory challenges such as data privacy responsibilities, consumer focussed legislation aiming to protect the consumer from rising costs and fragmentation of streaming due to the various different service providers.

The opportunities offered can benefit fans, streaming platforms, sports clubs and leagues, resulting in, for example, increased fan engagement with targeted advertising and more personalised content. This brings opportunities for clubs and leagues to negotiate lucrative streaming deals as demonstrated by the Women’s Super League with their five-year deal.

The ever-evolving landscape of sports streaming is offering opportunities and challenges for all involved. The key consideration for streaming companies is balancing their commercial interests against the fans’ interests and accessibility.