National Sports Networks rights fees: the influence of fantasy sports participation and women’s sports content

Abstract

Purpose

The aims of this study are to, first, articulate the drivers for predicting rights fees in television sports programming on National Sports Networks (NSNs) and, second, to further investigate the interrelationships of the identified drivers.

Design/methodology/approach

The entire annual (24-h days over 12 months) schedule of a NSN is assessed using a series of regression models to determine the drivers, magnitude (Study 1) and interrelationships (Study 2) of those drivers, on the rights fees paid (or received in some cases) by the network to (from) those sports properties.

Findings

TV ratings are found to be a driver for identifying rights fees for television sports programs. However, there are other drivers to consider, including the very strong influence of off-the-field engagement. Another finding is the negative influence that deal length has on rights fees, with longer deals providing security but lower fees. The geography of the sports property also influences rights fees. The inclusion of female sports content resulted in lower fantasy sports participation (H1). Active fantasy sports participation has a positive relationship with television ratings (H2), rights fees (H3) and increased viewership of actual matches or games (H4).

Originality/value

Active fantasy sports participation contributed positively to rights fees, and women’s sports content had an inverse effect on active fantasy sports participation. The association between the inclusion of female sports on broadcasts and fantasy sports participation requires intervention and further investigation into why this relationship is negative. The knowledge that participation in fantasy sports results in increased ratings and rights fees, that television ratings mediate the fantasy sports/rights fees relationship and that it supports the importance of fantasy sports for sports properties and media organizations.