Global major sports events such as the Summer and Winter Olympic Games and the World Cup Games have a high public interest, so the Broadcasting Act mandates the provision of broadcasting for them to ensure universal viewing rights. However difficulties are aggravated by the lack of financial resources due to the decrease in advertising sales, coupled with the rapid rise in broadcasting fees. Therefore, there are great concerns about the sustainability of the guarantee of viewing rights in future. In the study, the value of broadcasting of international sports events was estimated to provide a standard for reasonable negotiation and to strengthen bargaining power. Considering the public interests of broadcasting and the availability of data, the stated preference data were collected and the conjoint analysis method was adopted. As a result, it was found that the World Cup game created a value of 5,643 won per viewer, the Summer Olympics game 2,949 won, and the Winter Olympics 1,431 won. And the time lag of 6 hours dropped the value by 149 won. The results in additional viewers or subscribers. Combined with the viewership (occupancy) rate, it can be usefully used to calculate the reasonable price of the broadcasting right. The results can be usefully used to estimate the reasonable price of the broadcasting fee by combining it with number of viewers, subscribers, and viewing rate, etc.