It all started off with A Whole New Ball Game; Sky’s slogan in its main advert when marketing to us the new, FA Premiership in 1992. The idea was that this new league would supersize clubs worldwide exposure through an increased time on the telly and help to connect the fans to their club. Struggling to see how the shot of Vinnie Jones in a shower fitted in to all of this, though.
Anyway, they’ve now taken this idea to the next level; With Sky Sports +. Very imaginative.
It seems that the Gods at Sky this time though have taken all the time to work on the TV deals rather than invest in a creative marketing strategy. The aim is to provide increased live coverage of all teams in the EFL.
The deal itself is worth 935 million over a 5-year period. At least ten games per weekend will be broadcast in the EFL; five across Leagues 1 and 2, more than ever before. This will bring an estimated £180m worth of revenue for all clubs, whilst increasing brand exposure through increased engagement with fans around the world.
But does this deal really enhance club/fan connection, or is it pure EFL greed? With Sky Sports +, are you really, Feeling It All?
Well, you’re certainly not feeling it physically. No. Most fans, understandably so, have not reacted well to the deal. There are fears that it could impact attendances, which obviously isn’t good for atmosphere or ironically revenue for clubs. This is due to kick-off times being frequently changed for televised matches. Pretty certain the Sky ad from 1992 still hadn’t been released the last time Leeds had a 3pm kick-off.
Especially with our schedule in the first couple of months, first game of the season, Cardiff 12:30 KO away and then the Portsmouth game away likely to be on TV, it certainly is still a hardship against the real fans.
It would however be of benefit to international fans though, who now have enhanced streaming abilities. And we all know how far worldwide streaming platforms can enhance club recognition, We saw you crying on Netflix.
For example, you can now watch Sky Sports + free of charge on your smartphone or tablet (providing you are a Sky customer). Which, I don’t know, could maybe be useful, if say, Sunderland are playing Plymouth 12:30 on TV on a Sunday and you can literally not be bothered to go. You could maybe go to a Sunday League club game and feel the atmosphere of the real football there.
I could possibly see the idea if the 3pm blackout didn’t exist, or in the eyes of away fans when being able to watch your team live if you weren’t able to get a ticket would be seen as a privilege, however this idea simply doesn’t cater for the majority of fans.
Maybe as a fan abroad being able to watch the game in a bar in Ibiza to distract you from, Charlie Methven banging out another rendition of Adagio For Strings would be welcome, but watching Millwall Vs Sunderland at 8:00 on a winter Friday night in a pub in Sunniside? No. Probably not.
Even clubs don’t get a set income for extra Tv time. So, no one actually knows how much extra revenue each individual club will get.
Some fans then, especially those abroad will see the benefit of the new deal. However, this is purely subjective, and for the majority of fans, the new deal can only be seen as another annoying barrier to seeing your team play. And whilst it does bring in extra money and exposure, it still won’t have, in my opinion, a significant impact for individual clubs.
Sky have tried to use modern technology to allow more fans to feel it all. But if feel like the only things fans will be feeling will be frustration. I feel like the deal is slightly more for money’s sake, and through an effort to involve more fans, they’ve ironically scored an own goal.
