The report said worldwide illegal streaming of the English Premier League (EPL) delivers £1 million in uncaptured sponsorship media value per match.
The report focused on eight matches spanning the 2018-19 season. On average, each match saw an audience of 7.1 million fans across as many as 149 countries.
China emerged as the largest pirated market, where illegal streams served more than 1 million fans per match. After China, illegal streaming was most prolific in Vietnam, Kenya, India and Nigeria. The U.S. and the U.K. had the 10th and 11th largest piracy audiences streaming the match.
GumGum Sports GM Brian Kim commented: “As you see Clubs and sponsors have never been able to quantify media exposure from unauthorized streaming, which over the years amounts to billions of dollars in unrealized value. Now we have a unique data set that gives an advantage to brand sponsors while also enabling clubs to better demonstrate the value they’re driving on behalf of corporate partners.”
He added: “Piracy audiences have too long been disregarded as offering no real value to rights holders and distributors, but the reality is that these huge audiences still see the same shirt sponsors and commercials as people watching the game via a licensed channel.”