Recession, What Recession? Ohio State Sells Media and Marketing Rights for $110 Million
The most recent contract, and the largest so far, was just signed between Ohio State and IMG, where IMG has guaranteed Ohio State $110 million over 10 years in return for all of the Buckeyes marketing rights and its media rights. Essentially, that means its radio rights and coaches shows, as the television rights to all sports are held by the Big Ten conference. IMG has been particularly active in this marketplace since acquiring Host Communications about 17 months ago.
Most of the other recent deals done by IMG have included some television rights, however, I would anticipate that more of the deals in the future will exclude television as more conferences assert control over all television. The Big East for example controls all television rights of its member institutions and last year negotiated a deal with ESPN to put all of its member institutions' college basketball games on one of the four letter's networks (or CBS). If a conference is considering starting a network similar to the Big Ten Network than it must control all television rights of its members. As can be seen from the Ohio State deal, that does not necessarily diminish the ability of individual schools to negotiate substantial marketing rights deals.
There are new players in the market which helps drive the price up. Also bidding on the Ohio State contract were CBS Collegiate Sports Properties, Fenway Sports Group and Front Row Marketing. However, only IMG came partnered with a radio broadcasting company, in this case, RadiOhio, the company which has run the Buckeyes radio network since 1984. The message in the Ohio State contract is clear. It will be expensive to obtain marketing contracts and they will be moving towards marketing and media contracts rolled up together, at least for the major colleges with significant media contracts.
Labels: Big East, Big Ten Network, IMG, Ohio State, SEC, sports business, sports marketing, sports media















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