in football.
Between the exemption from payment and the payment of the
right of diffusion and audio-visual and radiophonic retransmission, several
stages passed, reassures Nys (COp cit.). But that which makes date in
football starts with the dedication of the monopoly of the FIFA and its
associations connected on the production and the sale of the sporting events.
Indeed, the statutes of the FIFA stipulate that the organizations of football
are owners « exclusive rights of diffusion and retransmission by some
means that it is, on line, remotely or in short, relating to the demonstrations
subjected to their jurisdiction ». (Article 49 Statutes of the FIFA).
However, the national and international economic operators know that the
sporting events are able to mobilize the most televiewers, among whom
potentials customers of their goods. In fact, there is invisible superposition
of pressure : the companies would like to buy advertizing spaces on the
chains of television the day of great events sports, and in their turn, the
chains are hustled on a market where only the organizers of the aforesaid
spectacles are offerers. In front of competition, the higher bids are only of
setting.
In addition, it was noted that the certainty that the
acquéreuses chains of television of the rights of retransmission have to
gain in advertizing receipts or royalties for use and concession of use of
these same rights on the profit jurisdiction of the spectacle is not an
obviousness.
This is why, chains, knowing that the great meetings of
football which proceed on line and which oppose the clubs which have the
reputation to produce good spectacle or which count in their manpower of the
player-stars, allure the public of the whole world, do not hesitate to appear
among highest offerer.
In Africa, the same scenario occurs. For lack of African local
chains of television very specialized and thus powerful, one still finds the
European ones with the wicket, to acquire the rights of retransmission of the
sporting events organized by the African Confederation of football.
Therefore, on the basis of the monopoly recognized to them, on
the sporting events, the clubs, the federations national, continental and
international of football always seek to sell the rights of retransmission with
televisions, always many to be presented as purchasers.
3.B. Evolution of the rights of retransmission.
The monopoly of the sporting institutions on the
demonstrations which they organize helped to plan on the level as well interns
as international the expansion of the market of the rights of retransmission.
It found in the competition and the liberalization of the markets this enzyme
which makes catalyze and accelerate the place that they currently occupy in the
financing of football. By reading the newspapers, the news with the radio or on
television, the amounts of rights of retransmission does not cease gallopping.
Taking the only example of the World cup of football, quantify them which
reproduce here BOROUGH and GOUGUET (1999, p. 10) show that the prices of these
goods, genuine basket for football, are spectacularly enormous.
Table IX. Rights of retransmission of nine editions of
the World cup in million and of billion (*) American dollars.
Date
|
Host country
|
Total of the rights
|
1978
|
Argentina
|
34
|
1982
|
Spain
|
55
|
1986
|
Mexico
|
70
|
1990
|
Italy
|
135
|
1994
|
The United States
|
150
|
1998
|
France
|
350
|
2002
|
Japan and South Korea
|
890
|
2006
|
Germany
|
1030 *
|
In conclusion, the rights of retransmission became so
impossible to circumvent with the football which they push more and more the
richest clubs with being present on all the continents in order to take part in
the sporting events, as organizing and or Co-organizing in the hope to profit
from it too. The clubs, by the strategies which we traversed know that nobody
is able to stop football and the passion which it causes. The fight currently
centered on doping and other anti-values shows at which point, the social role
of this sport, if it is not preserved, risk to harm its commercial side. This
other aspect remains however very tentacular in the merchandizing.
| 
