Sky, BT Sport renew Premier League broadcasting rights

Stoke 1-1 Brighton                                       Stoke 1-1 Brighton

Sky has chosen to pay £1,193 million per annum under the terms of the new deal, down £199 million per annum, a 16% cost reduction per game versus the previous agreement.

Sky will remain the dominant Premier League broadcaster after it secured four of the five packages, including Monday, Friday and Saturday evenings, as well as Sunday matches.

Two further packages of matches are yet to be sold.

As the total value for Premier League rights so far is GBP4.46 billion, based on five packages, it is likely the total will surpass the current payment of GBP5.14 billion once all seven packages are sold. BT will pay £9.2 million for each game, up from £7.6 million now.

The league and its clubs had hoped one of Silicon Valley's tech giants would enter the fray to continue the upward trajectory for the rights' values but, as things stand, that has not materialised.

Premier League bosses may introduce a break when the new TV rights deal is agreed and Pooley, writing in the Fleet matchday programme, said: "I'm a big supporter of such a move at the higher end of the game".

Premier League executive chairman Richard Scudamore said that "both broadcasters are fantastic partners".

"To have achieved this investment with two packages of live rights remaining to sell is an outcome that is testament to the excellent football competition delivered by the clubs". They include one package which has 20 matches via one midweek fixture list and one Bank Holiday, and a package which includes 20 matches from two midweek fixture lists.

Sky have paid £3.579billion for their rights, with BT forking out £885million.

On the other hand today's news will probably do little to dampen complaints from some quarters, not least over the ever increasing price of viewing such content.

But BT Sport won out and will televise 32 games for the season.

"Not a great Premier League auction for BT Sport", said ShareScope's Phil Oakley, a former City analyst.

Therefore, the Premier League is providing this progress update.

While Sky could possibly buy them to offer as a red-button interactive service, the fact they have not already done so suggests a new player is set to come into the market. Although the income from domestic rights has slipped, overall revenue could ultimately end up higher as a result of worldwide broadcast rights. At present, they are shared but the Premier League's leading lights believe they deserve a bigger cut and that argument will inevitably arise again in the near future.

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