Since 2014-2015, all earnings from the sale of TV rights have been shared among the KHL’s clubs. In the 2020-2021 campaign, broadcast rights for TV and betting companies were sold in 26 countries, including Russia. There were 1,165 broadcasts on 13 international channels, 850 on 17 regional channels, 96 on Russia’s Match TV and 1318 on the KHL’s in-house TV service.
In total, the clubs will share 505,299,274 rubles, which is the biggest sum ever generated from TV rights. The previous season raised 466,460,927.
The funds will be distributed in the same way as last season.
- 30% of the money is share equally among the 23 participating teams in last season’s championship
- 40% of the funds are divided according to the proportion of the TV revenues generated by games involving each club (thus, the teams that are most often televised receive more money)
The remaining 30% is awarded according to the teams’ results during the season:
- 15% is shared among the teams that reached the playoffs
- 7.5% goes to the team that won the playoffs
- 4.5% goes to the team the topped the regular season table
- 3% goes to the beaten Gagarin Cup finalist
Jokerit earned the most money via the sale of its TV rights. 43,967,572 rubles came directly from its broadcast deals. The Finnish team also reached the playoffs, to earn a total of 53,828,360 rubles ($730,000). Gagarin Cup winner Avangard earned 32,988,820 rubles for its on-ice success and netted 63,524,189 rubles in total. Runner-up CSKA got 19,793,292 rubles for topping the regular season standings and secured 63,330,837 rubles in total. The figures for all Russian teams are subject to VAT.
The clubs are encouraged to use this money in the following ways:
§ Modernizing arena infrastructure;
§ Producing additional video content to promote the club and the KHL, and develop a club TV service;
§ Staging promotional and info-campaigns about the club in its local region;
§ Producing TV or internet broadcasts of any games there are not shown by other TV channels, and also improving the quality of TV broadcasts from home games;
§ Developing and delivering projects and advertising campaigns to increase awareness of club brands and, in particular, generate more interest among the untapped audience of under-18s;
§ Developing a medium-term commercial strategy for the club;
§ Organizing media video conferences;
§ Updating ticketing and access systems;
§ Enhancing the gameday services available to spectators in the arena.