When we learned last night about the new Canadian media rights deal for the NHL, we had no idea how encompassing it would be and how much it would turn the sports media landscape in the Great White North on its ear. Now we know.
In essence, Rogers Communications and its Sportsnet cable channels become the Networks of Record for the NHL. This gives Rogers the rights to all NHL regular season and postseason games as well as the All-Star Game and the NHL Draft. Rogers gets the rights to all out-of-market regional games, ownership of linear and digital highlights, the right to operate NHL Centre Ice in Canada and NHL Game Centre. The NHL basically gave Rogers the lock and key to all of the league’s video assets for 12 years starting in the 2014-15 season and lasting through the 2025-26 season.
The pricetag for all this is CDN$5.2 billion which translates to just under US$5 billion so it’s a big payday for the National Hockey League.
As for CBC, Rogers will sublicense games to continue the Hockey Night in Canada tradition, but the Canadian public broadcaster loses exclusivity on Saturday nights. There will be no more regional games, CBC doesn’t even get to pick what games it will air, that will be up to Sportsnet. In fact, Sportsnet will have editorial control of all CBC games so it will hire the personnel to call and produce the games. CBC’s agreement with Rogers lasts for four seasons so there is no guarantee that CBC will continue beyond the 2017-18 season.
Sportsnet gets exclusive rights to the NHL on Wednesday, Saturday and Sunday nights. Here’s what a typical Saturday would look like under the new agreement.
And through all this, TSN which has another season to go under the old arrangement will be out under the new contract. It does have regional rights to Winnipeg and starting next season the Toronto Maple Leafs, but it won’t be airing national games unless Rogers sublicenses games to them in the future.
This would be like ESPN buying all of the rights to the NFL, broadcast, cable, satellite, digital, English and Spanish language, streaming and radio, and then sublicensing out to CBS, Fox and NBC while maintaining all editorial control and hiring. And don’t think a US network isn’t looking at the Rogers deal and wondering if it can apply this model to sports media contracts in the future.
Here’s the official Rogers Communications press release.
Rogers Communications and NHL Announce 12-Year National Broadcast and Multimedia Agreement
– Adds value to fans with more games, more content, more choice and more flexibility –
– Positions Sportsnet to become Canada’s #1 sports media brand –
– Bolsters Rogers’ sports offerings and leadership across all platforms –TORONTO, Nov. 26, 2013 – Rogers Communications and the National Hockey League today announced a landmark 12-year broadcast and multimedia agreement that includes all national rights to NHL games on all platforms in all languages. The agreement, the largest media rights deal in League history, begins with the 2014-15 season and continues through the 2025-26 season. This marks the first time a premium North American-wide sports league has granted all of its national (Canadian) rights to one company on a long-term basis.
Rogers also announced today it has selected CBC and TVA for separate sub-licensing deals for English-language broadcasts of Hockey Night in Canada and all national French-language multimedia rights, respectively.
The agreement is subject to approval by the NHL’s Board of Governors at its meeting on December 9-10.
“Sports content is a key strategic asset and we’ve been investing significantly to strengthen our sports offering to Canadians,” said Nadir Mohamed, President and Chief Executive Officer, Rogers Communications. “Canadians are passionate about hockey, and through this landmark partnership with the NHL we’ll be able to bring hockey fans more games and more content on their platform of choice.”
“Our fans always want to explore deeper and more emotional connections to NHL hockey, and that is precisely what Rogers has promised to deliver over the next 12 years – channeling the reach of its platforms and the intensity of its passion for the game into an unparalleled viewing experience,” said NHL Commissioner Gary Bettman.”The NHL is extremely excited about the power and potential of this groundbreaking partnership.”
Canadians will receive more NHL games than ever before through Rogers’ wireless and cable assets, promotional vehicles, and diverse media assets – including City and all Sportsnet platforms. Highlights of the agreement include:
- National rights across TV broadcasts, TV Everywhere, wireless and mobile tablets, Internet streaming, terrestrial and satellite radio, and out-of-home;
- National rights to all regular season games, all playoff games and the Stanley Cup Final, and all special events and non-game events (i.e. NHL All-Star Game, NHL Draft) – in all languages;
- Out-of-market rights for all regional games;
- Ownership of all linear and digital highlights, including condensed games and video archives;
- NHL broadcast assets: Rogers to operate NHL Centre Ice and NHL Game Centre Live;
- Sponsorship rights to the NHL Shield logo as an official partner of the NHL; and
- Canadian representation of ad sales for NHL.com.
“Our vision is to build on the NHL’s legacy in Canada with an emphasis on storytelling, innovation, and technology — weaving the NHL, its teams and its stars even deeper into the fabric of Canadian culture,” said Keith Pelley, President, Rogers Media. “Today’s announcement significantly increases the value of our premium Sportsnet brand and reinforces our commitment to making Sportsnet the #1 sports media brand in Canada.”
Rogers will provide multiple game coverage on up to nine TV channels plus digital and radio on any given night (see “Sample Saturday Night” addendum). Expanded pre- and post-game coverage, behind-the-scenes access, profiles of the league’s Top 50 stars, first-to-market production technology, a state-of-the-art high-tech studio, and a Hockey Production Centre of Excellence will give Canadians a new way to experience the NHL like never before (see “Programming & Production Philosophy” addendum).
Today’s announcement strengthens Rogers’ sports leadership in Canada and complements the company’s existing NHL alliances. Sportsnet is the regional broadcaster of the Calgary Flames, Edmonton Oilers, Ottawa Senators, Toronto Maple Leafs, and Vancouver Canucks, producing and airing 264 regional games per year (see “Fact Sheet” addendum). Rogers has a 37.5% equity stake in Maple Leaf Sports & Entertainment, 100% ownership of the Toronto Blue Jays and Rogers Centre stadium, strategic partnerships with the Vancouver Canucks and Edmonton Oilers, and long-term media agreements with the NHL, MLB, NFL, NBA, MLS, NCAA, Rogers Cup, UFC, international soccer, and more.
I’ll have more on this later in the day. This is amazing gamechanger in sports media and a model for future contracts.
