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How does online streaming affect antitrust remedies to centralized marketing? The case of European football broadcasting rights

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  • Budzinski, Oliver
  • Gänßle, Sophia
  • Kunz-Kaltenhäuser, Philipp

Abstract

The collective sale of football broadcasting rights constitutes a cartel, which, in the European Union, is only allowed if it complies with a number of conditions and obligations, inter alia, partial unbundling and the no-single-buyer rule. These regulations were defined with traditional TV-markets in mind. However, the landscape of audiovisual broadcasting is quickly changing with online streaming services gaining popularity and relevance. This also alters the effects of the conditions and obligations for the centralized marketing arrangements. Partial unbundling may lead to increasing instead of decreasing prices for consumers. Moreover, the combination of partial unbundling and the no-single-buyer rule forces consumers into multiple subscriptions to several streaming services, which increases transaction costs. Consequently, competition authorities need to rethink the conditions and obligations they impose on centralized marketing arrangements in football. We recommend restricting the exclusivity of (live-)broadcasting rights and mandate third-party access to program guide information to redesign the remedies.

Suggested Citation

  • Budzinski, Oliver & Gänßle, Sophia & Kunz-Kaltenhäuser, Philipp, 2019. "How does online streaming affect antitrust remedies to centralized marketing? The case of European football broadcasting rights," Ilmenau Economics Discussion Papers 128, Ilmenau University of Technology, Institute of Economics.
    • Handle: RePEc:zbw:tuiedp:128
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    References listed on IDEAS

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    Cited by:

    1. Budzinski, Oliver & Gänßle, Sophia & Lindstädt-Dreusicke, Nadine, 2021. "Wettbewerb und Antitrust in Unterhaltungsmärkten," Ilmenau Economics Discussion Papers 147, Ilmenau University of Technology, Institute of Economics.
    2. Patrice Bougette & Oliver Budzinski & Frédéric Marty, 2023. "In the Light of Dynamic Competition: Should We Make Merger Remedies More Flexible?," Working Papers AFED 23-01, Association Francaise d'Economie du Droit (AFED).
    3. Budzinski, Oliver, 2020. "The economics of international competition policy: New challenges in the light of digitization?," Ilmenau Economics Discussion Papers 135, Ilmenau University of Technology, Institute of Economics.
    4. Henriques, David, 2023. "A combinatorial auction to sell TV broadcasting rights in league sports," Telecommunications Policy, Elsevier, vol. 47(6).
    5. Gänßle, Sophia & Kunz-Kaltenhaeuser, Philipp, 2020. "What drives binge-watching? An economic theory and analysis of impact factors," Ilmenau Economics Discussion Papers 138, Ilmenau University of Technology, Institute of Economics.
    6. Budzinski, Oliver & Kunz-Kaltenhäuser, Philipp, 2020. "Promoting or restricting competition? - The 50plus1-rule in German football," Ilmenau Economics Discussion Papers 141, Ilmenau University of Technology, Institute of Economics.

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    More about this item

    Keywords

    collective sale of broadcasting rights; sports economics; antitrust; competition policy; centralized marketing; sports and media; football; online media;
    All these keywords.

    JEL classification:

    • Z20 - Other Special Topics - - Sports Economics - - - General
    • Z21 - Other Special Topics - - Sports Economics - - - Industry Studies
    • Z28 - Other Special Topics - - Sports Economics - - - Policy
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L40 - Industrial Organization - - Antitrust Issues and Policies - - - General
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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