ISRAEL Law and Practice Contributed by: Tal Segev, Segev Tal Sports Law
2.2 Sponsorship Terms As in other jurisdictions, sport in Israel provides a valu - able platform for sponsors to promote their brands. During the previous season, total attendance at foot - ball stadiums exceeded 1.5 million spectators. At major sporting events, television ratings can reach between 15% and 18%, representing audiences of several hundred thousand viewers. Moreover, the Israeli FA has begun broadcasting third- division matches independently in order to increase exposure for this level of competition, with the aim of attracting additional sponsors and, consequently, increasing financial support for clubs in that division. There is no specific statutory regulation governing the categories of sponsors; instead, the matter is largely guided by accepted norms. For example, alcohol, cigarettes and smoking-related products are gener - ally not promoted within the context of sport in Israel. There is, of course, legislation prohibiting racism, which bars the publication of any racially discrimina - tory content or associated products. Naming rights arrangements do exist in Israel, particu - larly in basketball, where clubs often incorporate the name of a sponsor into their official club name. This ensures that the sponsor receives consistent brand exposure whenever the club’s name is used. A similar approach applies to league sponsorships, with both football and basketball leagues promoting the names There are three principal sports channels in Israel that acquire broadcasting rights to sporting events through formal tender processes. For major international tournaments intended for a general audience, key events are often also broad - cast on free-to-air television channels, such as flag - ship events during the Olympic Games. Broadcasters in Israel are permitted to use pay-per- view models, either on a per-match basis or through subscription packages. For example, rather than pay - of their principal sponsors. 2.3 Broadcasting Rights
ing approximately ILS10–15 (around EUR3.50) per match, viewers may purchase monthly or annual sub - scriptions, typically costing around EUR20 per chan - nel, which provide access to all matches broadcast on that channel. This may amount to over 100 matches per month for the same fee. Broadcasters naturally promote their own services through these channels. Leagues often sell broadcasting rights on a non-exclu - sive basis, partly to ensure that less affluent audiences can still access matches. Consequently, at least one of the main fixtures in each league is usually broadcast on a free-to-air channel. In terms of intellectual property, where one broadcast - er holds the rights to a full match, another channel may air a shortened version. In such cases, the latter must clearly acknowledge the original broadcaster, and the highlights must remain brief so as to encour - age viewers to watch the full match on the primary rights-holder’s channel. The proprietary rights to sporting events are primarily owned and controlled by the organisers, typically the relevant federation or association. This is particularly evident in the context of broadcasting rights, which are initially held by the federations and subsequently sold to broadcasters, thereby generating revenue. At a more local level, home teams hold certain propri - etary rights in relation to their matches. They are enti - tled to sell tickets and commercial space within the stadium, including areas outside the stadium. How - ever, stadiums in Israel are generally owned by the municipality, which typically lease them to clubs on a long-term basis. Municipalities often retain control over certain commercial areas as an additional means of generating income. Despite holding proprietary rights, clubs must comply with regulations imposed by federations and asso - 3. Sports Events 3.1 Proprietary Rights and Event Management
129 CHAMBERS.COM
Powered by FlippingBook