SF

Superleague Formula will be broadcast in Japan

Express Co., Ltd becomes the first broadcaster in Asia to acquire the television rights of Superleague Formula. After the successful start of Superleague Formula in 2008, SF is now reaching new frontiers thanks to new TV deals in 2009. The first...

Express Co., Ltd becomes the first broadcaster in Asia to acquire the television rights of Superleague Formula.

After the successful start of Superleague Formula in 2008, SF is now reaching new frontiers thanks to new TV deals in 2009. The first one to be announced is a broadcast agreement with Express Co., Ltd of Japan who will broadcast the 7 x 52 minutes highlight programs produced by SFTV of the inaugural season on their satellite/cable sport channel, Ex Sports from March. The Japanese motor fans will enjoy watching Beijing Guoan Football Club successfully battle against the mighty European and South American clubs such as AC Milan, Liverpool FC, AS Roma, Tottenham Hotspurs, Flamengo or Corinthians.

"This deal with Express opens the doors to SF in Japan and confirms the international dimension of our Championship following the 15 live broadcast deals signed in season one in Europe, Middle East and South America", said Nicolas Duchoud, SF Broadcasting Director. "2008 was our inaugural season, and we are pleased to see that the attractiveness of the races enables us to maximize our TV coverage in new territories in 2009".

"SF does not benefit from any history or heritage like other more established sports properties. So it is more down on our event management capabilities and our TV production to demonstrate that the Series is marketable and has an enormous potential. With our first races in 2008, broadcasters could finally have a taste of this unique concept and clearly what they see is a new, refreshing, attractive TV content which involves some of the biggest sport brands. A winning combination."

This deal with Express Co., Ltd is SF's first one in Asia and will allow broadcasting all 6 event highlights and best of the season highlight from 2008 on their satellite/cable sport channel, Ex Sports from March. The deal with Express was brokered by the Total Sports Asia Japan office on behalf of SF.

Total Sports Asia (TSA) is Asia's leading independent sports marketing agency with a dedicated team of over 80 sports marketing experts and six offices in Kuala Lumpur, Shanghai, Beijing, Tokyo, Mumbai and Delhi. Its main business is media rights distribution, TV production, sponsorship, events management and consulting. TSA works with leading federations and rights holders from around the world including the media rights for the US Open tennis, the German Touring Car Championship DTM, Formula 3 Euro, British Touring Cars Championship, the Masters Football League, Real Madrid FC, the Italian and Spanish Football team, and many more. TSA also works closely with major European football clubs and Formula 1 teams on sponsorship rights in Asia. TSA's integrated marketing approach has seen it win significant consulting accounts in Asia.

EXPRESS CO., Ltd has a sports channel called EX Sports, where they broadcast extreme sports like snowboarding, bikes etc, mainly targeted to a young male audience between 20 and early 30 years of age. It reaches approximately 4 million households.

"We believe in Superleague Formula as a new joint venture of football and motorsport providing a perfect combination of the two world's major sports fan based around the world. The characteristics of the this Championship suit our channel EX SPORTS' philosophy based on sports world and addressed to a young audience who will surely enjoy the new competition" says Tatsuki Sugiyama, TV Program director.

During its inaugural season, Superleague Formula gradually gained supporters from the audience in 70 countries where the races were broadcasted by main TV channels like Sky in Italia, Globo Sport TV in Brasil, TVI in Portugal, Alpha TV in Greece, RTL in Holand or Cuatro in Spain, obtaining in its first season, and with only 6 rounds, an average of 6 million fans per race throughout the world, as well as internet uses in 80 different countries who followed the races live with SFTV with the aid of the official website of the championship.

Superleague Formula has recently announced its calendar for this season which includes new circuits like Magny-Cours in France, Monza in Italy or Jarama in Spain, where the closing race will be hold on November. Negotiations with international broadcasters for 2009 season are in discussions to complete a worldwide coverage already including some markets like Cyprus and UAE Middle East who has recently signed as right holders.

-credit: sf

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