Most of the media coverage surrounding Rogers Communications Inc.’s $5.2-billion, 12-year deal for the National Hockey League’s broadcasting rights has focused on what a huge win this is for Rogers. But the communications giant may not be the big winner it appears.
Yes, the company secured a highly valued Canadian media property for the next 12 years, all but shutting out its competitors. It has its hands on a product that people will pay for: A live event that can’t realistically be stored and consumed at a more convenient time by its audience, but still has all kinds of possibilities for improving the convenience of delivery. Different devices, packages, fee structures – they’re all options for Rogers to exploit.