ESPN plays down Australian UEFA Champions League rights loss to rivals BeIn Sport
US Sports broadcaster ESPN has reaffirmed its commitment to its content offering in Australia despite losing the rights to its flagship soccer competition, the UEFA Champions League.
Bosses at the channel confirmed they had hoped to retain the exclusive rights and had entered a “very competitive bid”, but missed out earlier this month to Al Jazeera-owned BeIN Sport.
The loss of Europe’s premier club football competition leaves ESPN with a predominately American-sports line-up for Australian viewers, but Haydn Arndt, general manager at ESPN APAC, said they continue to grow the audience, particularly in the 18 to 34 demographic.
“ESPN’s content offering in Australia continues to deliver Aussie sports fans the best of international sport,” Mr Arndt added.
ESPN seriously needs to lift its game to remain relevant in Australia. Perfect example is its offering on Sunday whereby it refuses to televise a MLB game despite the large potential audience it would attract. Instead viewers are left to choose between college softball and drag racing