Sportel America conference continues in grow in size and importance

If you’ve ever wondered where and how TV networks strike many of the deals with the leagues and agencies that handle the rights to soccer and other sports, look no further than the Sportel conferences that are held around the world each year.

It’s here that the major networks such as ESPN, FOX Sports, beIN SPORTS, NBC and many others sit down and meet face-to-face with leagues (or the agencies that represent them) such as the Premier League, Bundesliga, MLS, La Liga, NBA, MLB and others. Depending on when the TV rights are up for renewal will determine if and when the discussions will be held at Sportel or sooner, but representatives from all of the above companies were in Miami last month for the Sportel America conference.

“Nothing can replace the eye-to-eye contact and to do the business face-to-face,” said Sportel Director General Amparo Di Fede. “[The initial talks] could be initiated before. But to sign the final contracts, it’s better to have the person there.”

Sportel is now entering its 26th year in business, and it continues to be a vital destination for agencies, vendors, leagues and companies that do business with the sports TV and Internet networks from around the world.

“[Sportel] Monaco is our main event,” said Di Fede. “With 2,500 participants, it’s 3 times bigger than Miami. In Miami, this year, we are reaching 700 participants from 41 countries and nearly 400 companies.

“In Monaco, there are not so many Latin America representatives. That’s why we come to Miami to be in the middle of North and South America, to reach all the markets.”

The Sportel America was the company’s 9th edition in Miami, with the first one starting in 1997. Di Fede says that in addition to Monaco and Miami, Sportel has had other events in Asia, Dubai and Rio in recent years.

Asked how much the Sportel conferences have changed in 26 years, Di Fede said, “The market has grown very quickly. In the beginning, there were very few marketing agencies — maybe 4 or 5 — dealing with the programs all over the world. The market has grown so quickly that it has expanded the number of companies and the rights are not sold as they were before. It’s much more complicated now.”

Di Fede and Sportel aren’t resting on their laurels, however.

“We try to keep the main clients; always the same — la creme de la creme,” she said. “But we try to attract other activities to the sporting community. For example, companies that do the [app software] for mobile devices, as well as companies that provide statistics. We try to attract these new technology, which are part of the sport community as well.”

Editor’s note: As part of its coverage of 2015 Sportel America, World Soccer Talk also conducted interviews with the Bundesliga, One World Sports, NGSN and fuboTV, as well as bringing you the latest developments on bidding for La Liga and Premier League rights.