2 reasons why StarHub will fail in BPL broadcast rights game

The ball may be on SingTel's court.

According to CIMB, it understands that StarHub has begun talks with the FAPL for the rights to broadcast the Barclays Premier League (BPL). No decision has been made at this juncture. 

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However, we think that it may be too late for StarHub to maximise returns from the BPL considering that:

1) SingTel has had a 6-month head start to sign up sponsors, advertisers and subscribers. SingTel acquired the non-exclusive rights to the BPL in Oct 12.

2) The 2013-14 season starts in four months (August), which leaves StarHub little time to draw up an effective marketing campaign. Hence, we feel that the proposition of BPL for StarHub has waned significantly and do not think StarHub will acquire the broadcast rights. FAPL may attempt to offer some concessions, in our view, but this remains to be seen.