FIFA+ launched recently, stirring reaction from the industry, media and fans from across the globe.
So what is it? What's it not? Why do it? What are some of the objectives? How will it be powered? How will it be funded?
Here's a thread with some of the details + thoughts: 🧵👇
So what is it? What's it not? Why do it? What are some of the objectives? How will it be powered? How will it be funded?
Here's a thread with some of the details + thoughts: 🧵👇
What will be available:
- 40,000 live games per year
- 11,000 women's matches
- starting w/ 1400 live games streamed month 1.
- 2000 hours of archive content
- in 11 languages by year end
- an array of original content/ series
- data + news
from across the globe
- 40,000 live games per year
- 11,000 women's matches
- starting w/ 1400 live games streamed month 1.
- 2000 hours of archive content
- in 11 languages by year end
- an array of original content/ series
- data + news
from across the globe
Access:
- free to watch
- optional registration to aid personalisation
- haven't ruled out payment features for content in the future.
- aiming for over 200m+ (!) unique users by end of 2022
- free to watch
- optional registration to aid personalisation
- haven't ruled out payment features for content in the future.
- aiming for over 200m+ (!) unique users by end of 2022
Why do it?
- much of football's global ecosystem has content that's not being made available by broadcasters or football associations.
- This creates a home that a) centralises access b) scaled audience c) new revenue generation for FIFA + football associations (FA's) d) data!
- much of football's global ecosystem has content that's not being made available by broadcasters or football associations.
- This creates a home that a) centralises access b) scaled audience c) new revenue generation for FIFA + football associations (FA's) d) data!
What's it not?
For the short to medium term, It's not trying to compete with major broadcasters and tech platforms or to be the home for premium media rights. It's to create opportunity for access and monetisation that would otherwise never happen
And imo that's the right play.
For the short to medium term, It's not trying to compete with major broadcasters and tech platforms or to be the home for premium media rights. It's to create opportunity for access and monetisation that would otherwise never happen
And imo that's the right play.
Longer term?
Could it host world cup matches in the future. It's not unthinkable given the expanded scale is the event in markets where broadcaster appetite is weaker.
But it doesn't need to do that to be hugely valuable to the industry
Could it host world cup matches in the future. It's not unthinkable given the expanded scale is the event in markets where broadcaster appetite is weaker.
But it doesn't need to do that to be hugely valuable to the industry
Funding:
-This will initially, exclusively be funded via advertising revenue.
- the goal is that it pays itself by 2023
- advertising will be sold to FIFA partners first, then an in-house team will sell more widely. No doubt programmatic advertising will play a role too.
-This will initially, exclusively be funded via advertising revenue.
- the goal is that it pays itself by 2023
- advertising will be sold to FIFA partners first, then an in-house team will sell more widely. No doubt programmatic advertising will play a role too.
Revenue distribution:
- all proceeds of advertising on live matches will be distributed directly to the FA. It won't go centrally into the FIFA revenue pot.
That's pretty significant and a model that few in the ecosystem can question.
- all proceeds of advertising on live matches will be distributed directly to the FA. It won't go centrally into the FIFA revenue pot.
That's pretty significant and a model that few in the ecosystem can question.
What's the challenges here:
1) securing agreement for 100+ FAs to give access and use of their content!
2) production and distribution. Many FA's won't have the expertise and technology to deliver the content to the standard needed
3) funding it and generating revenue
1) securing agreement for 100+ FAs to give access and use of their content!
2) production and distribution. Many FA's won't have the expertise and technology to deliver the content to the standard needed
3) funding it and generating revenue
How will they overcome the challenges?
They're leaning heavily on @ElevenSportsHQ for all of it.
1) they're supplying the back end tech stack
2a) they've been delivering a similar product on their own platforms so understand how to tackle the distro + prod problem as well
They're leaning heavily on @ElevenSportsHQ for all of it.
1) they're supplying the back end tech stack
2a) they've been delivering a similar product on their own platforms so understand how to tackle the distro + prod problem as well
2b) they're planning on running an extensive education programme to those FA's that need it
3) they'll support on monetisation both through tech and through business support
3) they'll support on monetisation both through tech and through business support
On the tech front, in addition to 11Sports supplying the back end, FIFA is managing the front end in house.
They're also leaning on the support of Danish firm NETcompany to supply IT services.
They're also leaning on the support of Danish firm NETcompany to supply IT services.
Data:
- They will generate an incredible amount of 3rd party + 1st party data from this.
-That will help them provide more value to commercial partners
- it will also drive their personalisation engine. Vital when aggregating content at this scale
- They will generate an incredible amount of 3rd party + 1st party data from this.
-That will help them provide more value to commercial partners
- it will also drive their personalisation engine. Vital when aggregating content at this scale
Why would an FA support this?
1) distribution of content which would otherwise be unseen
2) support on rights monetisation otherwise providing no return
3) great awareness of League and players.
4) Could lead to further investment + transfer interest for lower tier leagues
1) distribution of content which would otherwise be unseen
2) support on rights monetisation otherwise providing no return
3) great awareness of League and players.
4) Could lead to further investment + transfer interest for lower tier leagues
All in all this platform, in theory is the blueprint that major sports federations should be following, as should many professional leagues. The entire industry will be watching to see if this model can work. If it does, expect to see a major shift and reaction to strategies.
If you want to hear more on this, we dig into it on the latest #StreamTime pod, which you can subscribe to and listen in on your platform of choice. Or just click below:
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And be sure to follow @SportsPro and myself @SportsProNick for more around the sports #streaming and #OTT world
Worth a read this by @tbassam on the FIFA+ project. A much deeper look into its value and future. Check it out: sportspromedia.com/analysis/fifa-…
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