– The loss on our turnover will probably be noticeable, says the pizza bar driver.
From October 1, the new licensees to show football in a public place will take over. The company is called Allente, so if a restaurant or pub wants to show TV 2’s sports broadcasts, they must have a viewing license with them.
New player on the field
The agreement was made public in August, and in a press release, the CEO of Allente, Jonas Gustafsson, said that their portfolio will lead to the pubs being filled again by sports enthusiasts.
“Restaurants, pubs and bars have had a tough time under the corona, but Allente’s strong portfolio of sports broadcasts offers a good opportunity to refill the premises,” he said.
Also read: Price shock for Premier League fans
Got surprising bill
Recently, Mi Nguyen got an expensive surprise. She runs Elias Pizzabar on Rolvsøy in Fredrikstad municipality, something she has done since 2011. The place is referred to by locals as an institution on Rolvsøy.
Instead of the bill of 9,000 kroner a month to show TV 2’s football broadcasts, they have to reach out with 16,989 kroner a month.
NOK 15,700 for TV 2’s sports broadcasts, NOK 1,210 for the Norway package and NOK 79 per month for program cards.
Allente’s price list for the TV 2 Sport total package:
- 1-20 seere: 11,800 kroner
- 21-40 viewers: 15,700 kroner
- 41-60 viewers: 23,600 kroner
- 61-80 viewers: 31,500 kroner
- 81-160 viewers: 46,900 kroner
Source: Allente
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– Come on very suddenly
She tells Nettavisen that they have always used to show football with them, and that they are now at a loss.
– We have not decided what we are going to do. There has been nothing about it in the newspaper or anything, so it came on very abruptly. Showing football is an essential part of what we do, and it is something we have always done, says the pizza bar driver.
Nguyen further says that with the new award, only the larger sports bars in the cities will be able to afford to show the matches.
– We show almost only Liverpool, so this will be very expensive for us, says Nguyen.
Will go beyond the operation
Nguyen does not know how much Elias Pizza will lose if they lose their customers who come to watch football, but she says the loss will be noticeable.
– Do you want to lose money by stopping showing football?
– The loss on our turnover will probably be noticeable, but not least; it will be less social here, she says.
Also read: Reactions to TV 2 during the big match PSG-City
– TV 2 which determines the prices
To Nettavisen, press contact Maja Wikman Ulrich says that they are not the ones who control the prices in the market.
– It is TV 2 that owns the rights and decides the prices in the market. TV 2 has added the Champions League to their TV 2 Sport Total package and increased the price for both the B2C and B2B markets.
She does not recognize that the change comes suddenly, since they have notified existing and potential customers via e-mail.
– We have talked to a bar driver who says that they may have to stop showing football because the price has become so high. What do you think about it?
– We think it’s sad if you can not show football, but the cost of rights has increased significantly in recent years, and it is in this case TV 2 that sets the prices. Sports as a way to attract customers we know leads to more visiting guests and increased sales. Especially now that society is reopening, we believe that this is a real opportunity to gather the Norwegians who want to get out again and watch sports together.
TV 2: Now customers get everything in one package
TV 2’s press manager Jan-Petter Dahl tells Nettavisen that this autumn they have launched a product that contains all of what TV 2 has rights to in a package, which Allente distributes and sells for them.
– With a new and larger product where you get more value for money, it is not possible to make a pure price comparison from last year to this year. At the same time, it is especially the football rights that create the price increase, as these rights are extremely attractive in the market, says the T V2 press manager.
– For smaller bars and pubs, the price increase is very demanding to deal with. How do you expect the smaller players to make money / afford their package?
– The packages that Allente offers must be adapted to the capacity of the various restaurants. At the same time, many restaurants will manage with only one product this season, he says.
– Are only major players in the bar and pub industry that you see as customers?
– No, of course we want everyone regardless of size to be customers. The prices that Allente offers in the market are therefore adapted to the number of guests who have the opportunity to watch the matches. In addition, a reasonable offer is offered for cafes / fast food restaurants etc. that do not have alcohol serving, Dahl answers.
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