Richard Scudamore marches into work at the Premier League every day fretting less about England’s talent pool, foreign ownership and overplaying and more about problems most fans have never heard of, such as the rights dispute threatening the very future of the Premier League. “Some things are skirmishes, but these are wars, and I’m trying to fight them,” Scudamore said.
The Premier League’s success is phenomenal. “I go to the finest stadia ever and watch some of the quickest, slickest, most exciting football,” said the organisation’s chief executive, sitting in his neat office near Marble Arch. But success brings problems.
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| Richard Scudamore: with Premier League success comes problems |
“Everybody is coming at us. The Premier League is so pervasive, so much part of news, front and back of papers, that basically all the world wants a big slice of us. Reuters would love to come into our grounds, take pictures of our goals, and syndicate them on a world news service – for nothing paid to us. Their argument is that we are of such interest to the world now that it is news.
“If Reuters could get somebody at the European Commission to say the Premier League is news, therefore they can have news access, it would be our entire business gone. If suddenly what we do is available in video form around the world, that’s all our income gone.
“We are constantly out there trying to protect our intellectual property.Littlewoods Pools haven’t paid us for our fixtures for 2½ years. They say we have no copyright. We have to make a decision whether we take them on in court. We have a class action against Google and YouTube in the US. They have no appetite for taking down clips. If every clip of every goal is available on YouTube, what appetite will Virgin Media have for buying them?”
Billions are at stake. “We have started our planning for the next [TV] rights deal,” said Scudamore, who believes fees will rise again for the 2010-2013 period, from their present £1.7billion. “Yeah, yeah, yeah. We are in a maturing pay-TV market. I don’t think we have maxed out. There is more scope, more places to go. As long as the interest in the game is there, we should be able to take it on again. Internationally, there is some growth to go.
“International TV rights were 10 per cent of our income, and are now 28 per cent of our income. We could be at 50 per cent of our income in three years’ time [with international rights touching £1billion]. But it’s not just a case of taking these commercial dollars from these people. We need to give something back internationally, so we are doing community work in India, in townships in South Africa, in sub-Saharan Africa, and in Egypt.”
A sport born in northern mill towns and southern public schools has grown into a global brand. Ownership of famous English clubs transfers – for huge sums – into foreign hands. Scudamore rejects the suggestion that the Glazers, Lerners, Abramovichs and Shinawatras are here solely for the money. “They could get better returns making other investment decisions. It brings them a credibility, a profile, a reputation, whether in their home country or this one, which you can’t get with other investment.
“Any financial aspirations they may have only work if they deliver success. Their interests are aligned to the fans. You don’t buy a Rolls-Royce and try to turn it into a Ford Fiesta.”
The cash flowing into West Ham, Aston Villa and Manchester City has encouraged upward mobility. “I’m not saying we have altered the natural order of the Premier League entirely, but it creates more uncertainty. After the first few weeks, the table looked upside down! City could finish top three or 13th. West Ham could do extremely well.”
He is quick to defend owners like City’s Thaksin Shinawatra. “I don’t work for Amnesty International. I work for the Premier League. I’m not shying away from those issues, but there has to be a reality check. This man was democratically elected, a military junta ousted him, and his party may well get back in forthcoming democratic elections. It would be pretty hard for us, or the Foreign and Commonwealth Office, to say we are with the military junta against the democratically elected prime minister.
“It’s not ideal, but it is part of our role to bring some sense to the debate. I was also at Manchester City when he got a standing ovation. I respect the columnists and opinion-formers but ultimately the fans are the audience that matters. You can get yourself into a moral maze.
“Our intelligence company checks everybody, trying to unearth anything that might contravene our ‘fit and proper person’ test. Do we apply such checks to every businessman in our high street? People forget we have some very credible chief executives, like David Gill at Manchester United, and Alistair Mackintosh at City. Morally, if the foreign ownership was wrong, these credible chief executives would not have stayed in the game.”