UP451 Media Strategy Masterclass: The Art and Science of the Auction

Media rights auctions are the moment when the question of 'What’s sport worth?' is asked and answered; the point at which the talk becomes real; where fortunes are been spent, won and lost, psychology meets money. The auction gives us a glimpse of a different future, that may or may not be the direction of travel for everyone else in the marketplace. What makes this imperfect process more intriguing is that the basic return on investment equation is shifting in real time. The players i...