thegembagroup

The authority in sport & entertainment delivering world-class insights, strategy and communications. London, Melbourne, Sydney. Part of the @Tenka_Group

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In another example of the ongoing fragmentation of the sports media rights landscape, YouTuber ‘EggChasers’ has snapped up broadcast rights to the French Rugby Union league Pro D2.

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The sale of these rights to a non-traditional partner like EggChasers is reminiscent to the FIFA Womens World Cup rights sale to Brazillian YouTuber Casimiro, who in turn monetised the rights via a Cannes Award winning partnership with food delivery service iFood.

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With media rights fragmentation only increasing, NBC are innovating the at-home viewing to win fans over. As wallets continue to tighten, it will be those who can demonstrate the greatest entertainment value that will win.

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"F--- sneakers, let's make speakers," goes the infamous quote from music Mogul Jimmy Iovine to Dr Dre when he pitched the rapper the idea to start Beats by Dre. Billions later, it's safe to say he made the right choice.

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Gemba Insights shows that 66% of Football fans are also fans of Music, and Beats’ ability to lean into culture and leverage athletes cross-passions will continue to win them new customers.