England’s top flight rugby union league, Premiership Rugby, has sealed a licensing agreement with digital rights management agency MyVideoRights.
The agency has been awarded the distribution rights for Premiership Rugby’s content as well as the opportunity to generate advertiser-funded revenues from social media platforms including YouTube, DailyMotion and Metacafe.
The agreement has also seen Premiership Rugby licence to MyVideoRights the “Aviva Behind the Badge” weekly online show as well as weekly highlights and archive footage.
Premiership Rugby commercial director Jon Varney stated: “Many of our fans are logging onto a wide range of social media sites, such as YouTube, to watch rugby, so we’re pleased to enter into this innovative partnership with MyVideoRights to provide consumers with our legitimate, high quality coverage.”
MyVideoRights CEO Ashley MacKenzie added: “Social media platforms are delivering the vast majority of video views today and are increasingly responsible for generating video viewing on owned and operated websites. It makes clear commercial sense for rights holders to put their content where the audience and fans are.”