The Premier League has sold four years of UK broadcast rights for 6.7 billion pounds ($8.4 billion), mainly to its biggest existing partners Sky Sports and TNT Sports, in a deal that cements its status as Europe’s most profitable Sports franchise status.
The league said Monday that Comcast Corp.’s Sky acquired the pay-television rights to at least 215 games. TNT Sports, a new joint venture between Warner Bros Discovery Inc. and Britain’s venerable soccer broadcaster BT Group Plc, acquired rights to 52 games, including Saturday afternoon games.
According to the league, prices for live events alone are up 4% from the previous cycle. Copyright is valid from 2025 to 2028.
Amazon currently has a small batch of 20 games for the Christmas period but has decided not to bid, according to a person familiar with the matter. One person, who requested anonymity discussing confidential information, said the technology company did not want to bid on the number of games on offer. Amazon’s focus next season will be on showcasing the prestigious UEFA Champions League in the UK.
The Premier League says it is the largest sports media rights package ever sold in the UK after significantly increasing the number of games. The 2021 auction was skipped and postponed due to the Covid-19 pandemic.
Sky chief executive Dana Strong described her service as “the undisputed home for UK sports fans”, with the company saying there are also up to 100 games each season, with more than 80 per cent of them Premier League matches are broadcast live.
Len Blavatnik-backed sports streamer DAZN has also not secured any rights, despite previously expressing ambitions to move into Premier League broadcasts and snapping up top football packages elsewhere in Europe, including Italy.
“This is a good thing for Sky,” said Francois Godard of Enders Analytics. “They get more games, more coverage – but it’s also pretty glorious for the Premier League.”
The sale comes at a difficult time for premium sports rights markets elsewhere in Europe. In Italy, domestic rights to Serie A football were sold to sports streaming group DAZN and Warner Bros Discovery Inc. for less than 1 billion euros. In France, broadcasters and streamers were asked to resubmit their bids after failing to meet the league’s requirements in the first round.
The BBC acquired the rights to broadcast all 380 games.