Bringing Sports TV into the 21st century: a strategy plan for the Portuguese Football League

Abstract

With the introduction of a collective bargaining model for the joint sale of broadcasting rights for Portugal’s top two football divisions, broadcasting revenues need to increase significantly to avoid declining revenues for Portugal’s biggest clubs. As this would jeopardise the long term viability of Portuguese football, this paper develops a strategic plan that helps broadcasters boost revenues for acquiring these rights. Results suggest that a tiered pricing model with a cheaper ad-based subscription would be well received by fans and could significantly increase revenues. Amid growing privacy concerns, this paper also provides recommendations for remaining competitive in the digital advertising industry.