左手优酷体育右手苏宁体育 阿里体育组队围攻腾讯体育

来源:GPLP      日期:2019-08-07     浏览数:1277次
左手优酷体育右手苏宁体育 阿里体育组队围攻腾讯体育

作者:七声

审校:一条辉

“小哥哥,我可以踩在你的AJ上亲你吗?”这句网红语也暗示着年轻人对于潮牌“Air Jordan"乔丹篮球鞋的热爱,NBA篮球赛从飞人乔丹红遍全球,带动潮牌消费的体育赛事功不可没。

2015年被腾讯视频花5亿美元买下新媒体独播权的NBA直播赛事,如今续约15亿美元,合作持续十年到2025年,相对于腾讯对篮球赛事的热爱,2016年成立的阿里体育青睐足球赛,收购恒大足球队,2018年对国际足联世界杯的播放权给阿里创收100亿人民币,从2018年阿里全资收购优酷土豆后,为争夺NBA、备战奥运,如今阿里又打包带走优酷体育。并整合优酷体育和苏宁PP体育为合资公司,看来阿里不仅争抢NBA的赛事播放版权,还会和腾讯体育就即将到来的2020东京奥运会、2022张家口冬奥会进行直播权争夺。

2019年7月30日,优酷方面确认将优酷体育全部打包给阿里巴巴集团旗下的阿里体育。

2019年7月1日,阿里体育“牵手”苏宁体育成立合资公司,阿里体育占大股东。有消息称,去年马云和张近东曾同席观看世界杯,那之后阿里体育和苏宁体育的合并案就基本确定。

阿里体育这一系列操作意图都十分明显:抢占体育赛事直播权,扩大业务范围。

随着体育彩票急寻七星彩500万大奖得主、游戏竞技直播受到广大青少年喜爱,AJ潮鞋走过大街小巷。

阿里也积极寻找体育的魅力,并与获得NBA赛事新媒体独播权的腾讯擦枪走火,争夺NBA赛事版权和播放权。

资本市场理智,只争夺超级IP版权

2015年9月,由马云掌控的阿里巴巴控股,新浪和云锋基金共同出资,成立了阿里体育。

众所周知,赛事版权是体育产业的天元所在。然而阿里体育却另辟蹊径,在阿里体育成立之初,一直是以体育经济平台不争夺赛事版权而闻名。阿里体育将更多的精力投入到了自主原创IP赛事以及场馆和票务等领域中。

2018年1.5亿美元独家冠名国际足联俱乐部世界杯;启动阿里体育世界电子竞技运动会;转身与Pac-12合作,运营校园体育赛事等一系列操作都充分体现了阿里体育想要打造“中国原创体育IP”的野心。

但打造原创体育IP的时间成本是巨大的。

今天看到的能被人认可的IP赛事,都是经历过数十年乃至百年的锤炼和沉淀,不论是奥运会、世界杯、NBA,亦或是网球四大满贯赛事、欧洲五大联赛,皆是如此,无一例外。

此时,相比较于打造原创IP,高价购买赛事版权的商业逻辑就来的更加清晰:砸钱买版权、获取流量入口、坐地收费,整套操作简单粗暴,一气呵成。重要的是,这是一条在成熟市场被证明过的,成功的商业逻辑。

诚然,在“做中国原创体育IP”的路上竞争者寥寥无几,但这是一条比争夺赛事版权更难实现盈利的路。

对垒腾讯体育

这个夏天,除了阿里体育在扩展版图,腾讯体育也是野心勃勃。

为了吸引数以亿计的中国球迷,腾讯体育豪掷15亿美元与NBA签下了5年的数字媒体独家转播权,到2025年,这个价钱足足是上一个5年合约(2015年-2020年)费用的3倍。

除了版权运营之外,腾讯体育还打造了包括超级企鹅名人赛、企鹅跑、地表最强12人等赛事IP,与篮球相关的综艺也即将上线。

面对热血沸腾的体育赛事,作为中国互联网的两大巨头,阿里与腾讯在体育领域的竞赛也如火如荼。

2018年,阿里巴巴完成了对苏宁体育的战略投资,此次投资的完成被许多业内人士认为是阿里体育为与苏宁体育合并的铺垫。

苏宁体育旗下的PP体育一直将重心放在足球赛事领域,几乎囊括所有的足球顶级版权。除了足球,PP体育还拥有UFC(终极格斗冠军赛)、WWE(世界摔跤娱乐)、新赛季中国排球超级联赛等垂直精品赛事版权,形成了以足球为核心的体育内容矩阵。

极强的吸金能力,让体育赛道变得异常拥挤。此次优酷体育部分打包给阿里体育,阿里体育若是能够完成业务整合,并且与苏宁体育完成合并,那么一个既拥有版权又拥有运营的金链条巨无霸公司将会由此诞生。由此形成与腾讯体育的对垒之势。

对于阿里体育来说,不管是赛事版权还是原创体育IP都十分重要。如果最终阿里体育与苏宁体育合并一事落下实锤,那么体育赛事运营、转播和体育电商等行业领域或将面临重新洗牌。

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