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Sky Secures Dominant Position in Premier League Broadcasting with £6.7bn Deal

 |  December 4, 2023

In a landmark move that underscores the enduring allure of English football, Sky has emerged victorious in the latest auction for the majority of Premier League broadcast rights, marking its most substantial package since the league’s inception.

The Comcast-owned broadcasting giant, alongside TNT Sports, clinched a staggering deal worth over £1.6 billion annually, totaling £6.7 billion over four seasons. The agreement, a litmus test of the Premier League’s bargaining power, also includes highlights, which will be showcased on the BBC, ensuring widespread access for fans.

Sky’s triumph in the auction sees the network acquire four out of the five packages up for grabs, a remarkable feat that solidifies its position as the primary broadcaster for English top-flight football.

According to The Financial Times, With this acquisition, Sky secures the rights to broadcast more than 200 games each season, with a particular focus on the coveted “Super Sunday” slots, a key fixture on the football calendar.

The lone remaining package, featuring Saturday lunchtime matches, has found a home with TNT, the broadcaster jointly owned by BT and Warner Brothers Discovery. This strategic move by TNT further diversifies the broadcasting landscape, bringing a mix of industry giants into the Premier League coverage sphere.

Read more: UK Raided Top Broadcasters In Sports Antitrust Probe

This development signals the end of Amazon’s stint as a broadcaster of Premier League matches in the UK, as the e-commerce giant loses its foothold in the fiercely competitive bidding war. Notably, other contenders, including Dazn, backed by billionaire Leonard Blavatnik, find themselves on the sidelines, having failed to secure any Premier League matches for the next four years.

The magnitude of the £6.7 billion deal extends beyond the immediate financial windfall for the Premier League. The agreement locks in substantial revenues until 2029, providing the league with financial stability and enabling clubs to plan for the future with greater certainty. The auction outcome, while a triumph for Sky and TNT, also underscores the enduring global appeal of the Premier League, making it a prized asset for broadcasters looking to tap into the passion and viewership surrounding English football.

As fans eagerly anticipate the unfolding drama on the pitch in the coming seasons, the off-field battle for broadcasting rights has added a new chapter, with Sky emerging as the undisputed heavyweight in the fiercely contested arena of Premier League coverage.

Source: FT