Part of the immense value of sports is the revenue gained by competing broadcasters bidding against each other for rights to broadcast events. Would the sponsors that pay so dearly to the broadcasters to display their brands be willing to part company, albeit temporarily or simultaneously from the symbiotic relationship the sponsors have with the broadcasters? Imagine teams taking advantage to communicate directly with their fans. This is what live video streaming allows them to do. That means no broadcast media filtering, analysing and being paid for doing what they have done for more than fifty years. Imagine, sports organizations developing their own media companies, or having an internal media department to say the least. If you doubt the popularity of streaming video, you must have never heard of YouTube. Where in the world have you been? Online video has by far the most online daily traffic amongst anything on the Internet.

YouTube gets more unique daily traffic per day than Facebook. Websites with streaming video get extra link juice from Google because of the organic nature of visits verified by extra time on the site watching streaming video. The broadcast game might have a new gorilla in the booth as teams realize they can create broadcast experiences traditional broadcast media find impossible to put together. Look for this to be a trend that gets bigger and bigger throughout 2012 as teams provide real time interactive experiences with their teams during games. The question really is how the broadcast media react to this changing reality. The relationship between sports broadcasters and sports properties has had an ebb and flow history. Time will reveal if the broadcasters come up with a unique way to get involved, or even to manage this new technology for the teams.

Larry Lim delves into subjects of business and marketing, in particular sports marketing and sports sponsorship.

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