Can Live Sports Save Fandango as a FAST Power?

Fandango, once a dominant force in the entertainment industry, has been reduced to a mere shadow of its former self. The company’s 50 million monthly visitors are largely drawn in by its core movie ticketing business, but there’s an opportunity to retain some of those eyeballs for other content. Versant Media is now betting big on live sports, including a significant deal with Germany’s Bundesliga, to revamp the brand.

The Bundesliga deal, which will bring over 300 matches to Fandango and its USA Network sibling, is a crucial step in this direction. European soccer has long been a cash cow for American sports enthusiasts, and Versant’s existing partnership with the English Premiere League has shown promise. The timing of the deal is also well-timed, given the expected surge in interest in US-based soccer following the World Cup.

Fandango will need to find the right balance between offering affordable content and generating revenue through advertising and data collection. The economics of live sports are notoriously tricky, with skyrocketing prices for top-tier programming. However, Versant is trying to tap into the growing trend of Free Ad-Supported Streaming Television (FAST) offerings from major TV manufacturers like Vizio, LG, and Samsung.

These services have proven popular with viewers seeking low-cost alternatives to traditional cable or satellite subscriptions. By positioning Fandango as a bargain destination for TV, Versant is attempting to capitalize on this trend. However, there’s also a sense of déjà vu in all of this. Similar attempts by media conglomerates to reboot struggling brands through the power of live sports and streaming have been made before.

For example, Fox’s news and sports holdings have long been a gold standard, but even that model has its limitations. As Versant continues to seek out other sports rights, it will need to navigate the increasingly complex landscape of sports broadcasting. With cord-cutting on the rise, live sports are more important than ever for drawing in and retaining viewers.

However, at what cost? The success of Fandango’s FAST reboot will depend on its ability to balance affordability with revenue generation. Can Versant find a winning formula that appeals to both viewers and advertisers? Only time will tell.