Regsaard van mediaregte in sport

Abstract

Sport is vandag ’n belangrike onderdeel van die wêreldekonomie en speel ’n belangrike rol in die vermaaklikheidsbedryf. Sport en die media leef saam in ’n simbiotiese verhouding – sport bied aan televisie- en ander medianetwerke ’n oorvloed van materiaal wat aan geesdriftige kykers, luisteraars of lesers herlei kan word. Dit skep ook die moontlikheid vir medianetwerke om ’n wins te genereer uit die reklame wat tydens sportuitsendings vertoon word. Daarby is medianetwerke die vernaamste bron van inkomste vir sportfederasies wat sogenaamde media- of uitsendingsregte van sportbyeenkomste ten duurste aan die medianetwerke verhandel. Die vraag is egter of mediaregte in sport inderdaad bestaan en, indien wel, wat die aard en omvang van hierdie regte is en in wie hulle vestig. In die meeste regstelsels is die bestaan van mediaregte in sport aanvanklik afgelei uit die reg van die sportorganiseerder, as eienaar of regmatige besitter van ’n sportstadion, om die reg van toegang tot die stadion vir sowel toeskouers as medianetwerke voor te behou. Sommige regstelsels het voorts hieruit ’n vermoënsregtelike belang in sport afgelei wat regtens beskermenswaardig is. Die bestaan van mediaregte in sport is nog nie in Suid-Afrika deur die howe oorweeg nie. Die gemenereg het ook geen vermoënsbelang in sport erken nie, maar sportfederasies kan aanspraak maak op ’n werfkrag, reputasie en identiteit wat met heelwat kundigheid, ywer, moeite en onkoste opgebou word sodat daar inderdaad ’n vermoënsbelang in sport daaruit afgelei kan word. Sodanige belang kan deur sportliggame verhandel word en dit behoort regtens beskerm te word in die hande van die betrokke sportliggaam of die medianetwerk aan wie daardie belang verhandel is.

Sport is a major component of the entertainment industry and makes a significant contribution to the world economy. The annual global expenditure on sport amounts to more than €600 billion. With more than one thousand international sports events taking place each year and media networks setting up more and more television channels that focus exclusively on the broadcasting of sports events, it is little wonder that the sale of so-called broadcasting or media rights constitutes the most significant source of funding for sport today, generating more than €60 billion in annual revenue for sports federations across the globe. It is therefore no surprise that sports federations jealously guard over these so-called media rights which they purport to own. With modern technology making audio-visual equipment smaller and more affordable and with the dissemination of information on the internet becoming commonplace, sports federations and media networks that acquire the rights to broadcast sports events, must frequently ward off attempts to undermine the exclusivity of their rights. Furthermore, the vast amounts of money that broadcasters pay for the so-called media rights cause internal conflicts within sports communities. Club owners are eager to share in the proceeds of media rights that accrue to the coffers of national or international sports federations. It seems that everyone involved in sport wishes to share in the riches generated from the sale of media rights. As a result, it is necessary to take a closer look at media rights in sport. This article addresses three issues: Firstly, is there any legally recognisable patrimonial interest in a sports event and the run of play on the sports field that could form the foundation on which stadium owners, sports federations, clubs, sports leagues, promoters or participants can lawfully control or even prevent media coverage of a sports event? Secondly, if such an interest does in fact exist, what are the nature, scope and extent of such an interest? Thirdly, in whom would such an interest vest and who would therefore be entitled to trade with the interest and profit therefrom?