Ex Sky Sports commentator outlines major concerns of new broadcast deal

It was confirmed earlier in the year that Sky Sports had secured a broadcasting deal to showcase Super League matches with all games set to be broadcast, the first time that such a deal had been made, however one former Sky Sports pundit has highlighted what a double edged sword it could be.

Sky Sports confirmed the deal that meant they would show all Super League games in mid-October with the contract signed being a three year deal covering the 2024, 2025 and 2026 seasons. The huge investment also means that every game will now benefit from a video referee, something that has long been desired for fans, players and head coaches.

The historic deal will undoubtedly put more eyes on the sport with each and every game broadcast, and with more eyes comes the potential for more sponsorship and investment. That’s something that former Sky Sports pundit Mike ‘Stevo’ Stephenson has highlighted when speaking on his podcast, ‘The Eddie and Stevo Podcast’.

Stevo outlined his doubts at the work that marketing agency IMG, who had signed a 12-year deal with the RFL to promote and improve the commercial viability of the game, and what they had brought to the table thus far.

“Of course we’ve got to point the finger at IMG,” Stevo told former colleague Eddie Hemmings on the pair’s podcast.

“Now they’re coming in to make sure that we do get more finance. They’re coming in to ensure that we get the game of rugby league back up to shall we say, top of the class in all sports, it’s going to be very difficult. It’s going to maybe just hang in there.

“The only one thing that I find positive is that every single weekend every game will be shown somewhere on TV. Now that means that perhaps sponsorship may improve.”

The former Great Britain representative even outlined all the ways in which sponsorship could be utilised given the unprecedented new TV deal, however he brought in to question the key fear that many fans have. How will attendances and ticket sales revenue be impacted if every game is available at the switch of a button?

“If you realise that every single game is going to be on television, then you could have the opportunity, or should have the opportunity, to ensure that they pay extra for sponsorship.

“Coverage on the shirt, on the shorts, even on the socks. It will give them the ability, but will that mean that with every game being televised, does that mean that people will say, well it’s raining outside, I think I’ll just pay whatever they’re going to ask for, and watch it on TV and not go to the game. It’s a 50-50 isn’t it?”

Following a brilliant year for Super League with plenty of teams breaking their record attendances it will be a major talking point early in the season to see how the trend of attendances is impacted with this new TV deal, and equally how the clubs will benefit financially from the potential extra sponsorship.