Industry analyst CurrentAnalysis have launched a Euro 2004 themed advisory report entitled Exploiting Revenues from Football and Other Sporting Events. The upshot of the report is that in order for mobile operators to capitalise on sports coverage rights they need to look to build a community spirit via their mobile portals, for instance by mobile logs and instant messaging. Expect SMS football chants and abuse coming to a phone near you soon.
Its interesting that the report cites T-Mobile as an example but not three (who have the rights video highlights to premier division football in the UK). Web veterans who remember when AOL was a successful business, that it built itself on communities, some of them of an adult nature. With this in mind the CurrentAnalysis seems like sensible advice; the size of a handset display and legibility will be a key limitation/challenge to get over.