Money Making with Livestreaming Sport: a three-step model to livestreaming amateur sport

Abstract

In this thesis I research how amateur sports organizations can utilize livestreaming as part of their financial strategy. The aim and purpose of this thesis is to explore the amateur sports organizations' possibilities for live streaming: how they can professionalize their livestreams to meet today's technical requirements, and to develop a model that generates revenue and meets the needs of the audience. I choose professionalization of livestreaming techniques and issues of cost and profit as my main research topic. My research question is: how can amateur sports organizations professionalize their livestreams as part of their financial strategy? I limit the thesis to amateur sport organizations (governing body). In this thesis I don’t delve deeper than necessary into technical specifications and don’t discuss how to brand and market livestreaming. Even though through my research these concepts proved necessary. As a research method, I have chosen a literature review. The qualitative material originates from relevant academic articles, journals, books, and other relevant sources such as expert statements in blogs and online interviews. The thesis focuses on concepts such as professionalism, revenue-generating financial models, different types of platforms for distribution (OTT), audience engagement, their willingness to pay for content - and finally, the importance of branding and marketing. The literature is analyzed through textual, thematic, and comparative analysis. Finally, I develop a three- step model for how live streaming of amateur sports can be integrated with a financial strategy that potentially generates revenue. The three-step model: standardize the technical aspects of your livestream, choose a OTT monetization model & platform, and finally - develop the brand and focus on marketing.