According a report published by Market Watch, the global sports consulting market size was valued at USD 5955.31 million in 2022 and is expected to expand at a CAGR of 21.25%, reaching USD 18920.59 million by 2028. Asia has been in the forefront of sports for a while with growth in diverse fields like football, badminton and many others with a lot of local talent getting recognized in their respective domains. Badminton is one of the sports that have been viewed worldwide with local tournaments and events getting broadcasted at large. There are similar examples that have inspired the broadcasters to explore domains that did not have much demand earlier.
However, sports events have their specific sets of checks and balances for good viewership. An event might be held in a smaller country but, the participation of local players and athletes makes a huge difference in building a good TRP for the show. This is where Reddentes Sports has stepped in to make a difference. The sports consultant looks into the key sporting interests within the territory and accordingly creates a plan to satisfy the viewers of the event. It makes way for the broadcasters to create the best channel offering possible with given circumstances.
As mentioned above, the company also observed that broadcasters usually look for sports events and tournaments that have the involvement of local athletes. Events with local athlete participation has the ability to impact the community through the achievements of the local athletes especially on the world stage. “Seeing local athletes do well at international events inspires the local community and it showcases the values of sport including perseverance, commitment and grit. ”, mentions Yip Ren Kai, MD, Reddentes Sports. Yip was part of the national water-polo team that won three SEA Games gold medals in 2005, 2007 and 2009, serving as vice-captain with distinction. He has also served as the SNOC Athletes’ Commission chairperson and was an active member on the board the National Youth Council.
Operational Excellence
The company was incepted four years ago and a year within inception, it was appointed by the International Paralympic Committee (IPC) the right to distribute the Tokyo 2020 Paralympic Games. This gave the founders of the company added conviction to push the paralympic movement in the region.
Prior to Tokyo 2020, there were some hesitance in broadcasting para sports, but since the Tokyo Paralympic Games, this notion has started to change. Broadcasters saw that there was a lot of high quality competition which increased the viewership of the event and broadcasters were soon looking for the firm which had the rights for the same.
“We were able to distribute the games to seven territories in Asia and the campaign was a very successful one for us.Since Tokyo2020, we now have broadcasters coming to us to enquire about Hangzhou 2022 Asian Paralympic Games and also the Paris 2024 Paralympic Games.
In terms of content, this event has grown a lot and now, broadcasters have realized the impact that this event can have”, states Mark Chew, Co-founder of Reddentes Sports and a veteran in the sports media rights industry. In 2018, Reddentes has also diversified its offerings towards the Esports domain and has acquired rights for key esports content. The company observed that there is a lot of value that is generated in terms of viewership and participation in the e-sports domain. A lot of people around the world are interested in various genres of esports. Apart from distributing rights to broadcasters, the company leverages on its experience in sports and transcends this experience over to esports. It identifies gaps within the industry and tries to plug these gaps by providing sound solutions and expert activation.
YIP Renkai, Co-Founder
Sound Leadership
Mark has held commercial and leadership roles at a global sports agency, broadcast media and government positions. While his business acumen put him on the road to success, his fervent support for Liverpool FC and the Singapore national football team ensured his found joy in his various roles. At MP & Silva, Mark as Head of Media Sales (APAC) was involved in distributing major international sports content and leading key projects such as the broadcast of the Standard Chartered Marathon Singapore, DBS Regatta, and launching StarHub’s live sports news show SuperSports 360.
Apart from distributing Rights to broadcasters, Reddentes Sports leverages On its experience in sports And transcends this Experience over to esports
He also led MP & Silva’s partnerships with the Football Association of Singapore and Badminton Asia Confederation, and was a key member of the team which launched the beIN SPORTS channels in Indonesia. Ren Kai on the other hand, has enjoyed success across commercial and government roles covering events management, media rights acquisition, sponsorship and activation. He headed up MP & Silva’s events management team as Associate Director, Project Management and was a key member of the regional media sales team looking into rights sales and distribution. At StarHub’s Content Services, Home Solutions and Content team, Ren Kai was part of the team managing its sports channels and content acquisitions including the launch of the popular local sports channel SuperSports Arena. As part of the 2010 Singapore Youth Olympic Games Organising Committee, Ren Kai focused on athlete life development as part of the Culture and Education Programme team.
The Road Ahead
The company has acquired rights for the Hangzhou 2022 Asian Paralympic Games and the Paris 2024 Paralympic Games that will be held in 2023 and 2024 respectively. Acquiring distribution rights to territories across Asia, they are working hard to ensure success for both the company and also the rights owners. Reddentes is also working together with W-Sport to distribute their channel in selected territories in Asia and looking for a channel launch in May 2023. Looking ahead, it also wants to diverse into other sports and get recognized as one of the expert consultants in this domain.
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