European Stars and Stripes (Newspaper) - May 08, 1989, Darmstadt, Hesse                                American to sports go global by William d Murray United press International boo by r has travelled the Globe preaching the gosix1 of american sports programming Tot tic television networks of the developing world for firs american sports were a Tough sell overseas foreign no t wot i s anted an occasional Tennis or Goll toxin Ami in Hul Little More the big three of american network television professional football basketball and baseball Drew Little interest it began to change about five years  said Briner. President of prose v television inc., a Dallas based television sports broadcaster arid distributor the world began to open up the people of the Western democracies started to demand inc tet television. In England Holland. France Italy Spain. The Story was the same the Public would t put up with just having two or three government controlled channels anymore. They the governments a rare forced to let entrepreneurs in the european Market ha1 exploded releasing a Penl up need Lor programming Ivetic Tarly sports  Rinor said. The same is Liue in Asia the television spoils  there is Call hot and gelling hotter All Itie time there is a  process going on the economic Bonan a Iron this  process is substantial a recent marketing research study by the n re York bailed firm of Sullivan 6 Frost projects thai the Jap Inose networks will increase their 1987  of 12g5 million on american programming io$7l5m.lliorii y 1992 in Europe where a Young & Rubicam report projects there vis taxi 1 10 i Ion stations by 1990 there were Only 3h in 198 j. A Sullivan and Frost Survey forecasts a jump Iron it 5 billion in 1987 to $2 2 billion being spent on american programming by 1992 the signposts of change Are everywhere the Aba game of la week sponsored by american corporate giants coca cola Mastercard International and Mars inc. If a new Annir i of soviet television the Liston Marathon was aired live on to in 1 or to despite its 3 i in local broadcast time major league baseball is bring beamed to Caribbean nations this season and the my l game of the week has been the hottest item on English television for the last Izreo year american s its Are hoi and should remain thai Way for some Tinc Briner said 01 All the typically american sports professional basketball has reaped the largest economic Harvest. But commissioner David Stern says his league s entry into the foreign television Market came about almost by occident. Back in the Early 1980s we got a request from an italian  r lot Aba  he sad then we got a request irom japanese television then we got a rights request fur the a3 Star game from a net work in South America the number of ongoing expressions of interest made it Clear to us that. There  an enormous global Market Lor Aba basketball today. Mba games Are viewed in More than 70 countries including i Lur Gary Zambia Nigeria and Luxembourg Stern whose marketing Mastery has transformed Chr Aba irom economic loser Over $15 million in losses in 1982 to a position of profitably has wasted Lille Lime educating american corporate sponsors about the benefits of advertising on Aba overseas broadcasts american multinationals Are particularly interested in Europe where local Trade barriers Are expected to Lall with the formation of the european Community in \ ,fi2 it the Aba  us to the markets , want ,.iuj american to sports have become a booming business overseas with Aba games alone being viewed in Over 70 countries including the soviet Union. Russ Moran vice president of product management for Warne Lambert makers of Schick razors it s really the Best buy in sports marketing  american football also is expanding its horizons in 1982. Britain s Channel 4 began to broadcast an nil highlight show weekly by 1986, nil games on English television  drawing an audience of Over f d Anou major league Barb id " a d a intr in Tho not when the discussion turned to baseball their of just j Are Oer now they wan1, it while  network s Hac Pacl but a Nihls Feus to the major sports leagues the mfrs in this go Lor considerable / loss the Aba Lorr nip or Mai of just monday May 8. 1989 Over i million from ils to reign networks which is Only a fraction of what they make domestically our revenues Are Oclo Emieal skewed thai i r in foreseeable period of Lirar Iho non Domestic Rno. A going to be just a fraction of our Gross  a said i think it s conceivable i could have underestimated our International revenues that Iho number could grow dramatically by one event or Agio  i Ihrk Tho Scono i unification of Europe the european Corn unit to in in place by 1992 could act Irr Jef our growth Tho important l j is that a or read Laid 11 groundwork to take Lull Adjui 1 us tit c in accumulate you Are thilking rna l i surfs a sad a Quality even in Japan Nuy bring $200 000 but in or i a n $30,000 Deal is a big dral Plosive growth in the or sri i markets said Frank Craighill. Managing director of Washington d c two Advin lamp International sense though is that the we Dov of opportune is already starting to Toloso i think people at the  is stations have overspent and you Are going to be it beginning to Cut Back. The stars and stripes Pago 13