Online Sports Niche: Telegraph Broadcasting Live Hockey, Athletics

Looks like The Telegraph is making good on its plan to ramp up content, rather than a paywall, to boost its digital revenues….
Today the media group announced that it has secured the exclusive rights for live coverage two sporting events: the World Indoor Athletics championships in Doha, which will run from March 12-14; and all of England’s fixtures and other highlights from the Hockey World Cup, which started in India on February 28.
The deals highlight a divergence in thinking behind the value of getting exclusive broadband rights for sports streaming: in January YouTube inked a deal to live-stream cricket from the Indian Premier League starting March 12.
But ESPN’s digital VP for Europe, Middle East and Africa told paidContent:UK recently that it wouldn’t “spend absurd sums of money [on broadband rights] if we don’t think there’s a business model attached to it.” YouTube’s service will be ad-supported.
Ooyala is providing video streaming for the hockey coverage. The online video provider signed a deal with the Telegraph Media Group in January to play the clips on its Telegraph TV section.
The athletics coverage — which will focus on covering the Great Britain and Northern Ireland team — will be streamed in partnership with the International Association of Athletics Federations. The ad-free service will be sponsored by Aviva, who also sponsors the team.
The hockey coverage, meanwhile, is being run in conjunction with the Triumph Media Group, a Hamburg-based outfit that owns the digital rights to the event. The Telegraph’s coverage features live streams of all the England games, plus highlights from other fixtures. It, too, is free and ad-free.
Those who want to watch full coverage of the tournament, though, will have to pay: Triumph is offering full coverage at another site, where a tournament pass sells for