The Premier League on Wednesday agreed a £3.018 billion three-year deal with Sky and BT to broadcast matches live into homes, pubs and clubs in the UK from the 2013-14 season – a 70 per cent increase on the previous deal.
Leading clubs’ annual incomes will grow by more than £30 million each, with player wages and transfer fees likely to soar, in a deal which reinforces the status of the Premier League as comfortably the world’s richest domestic football competition and brings it into partnership with BT for the first time.
The staggering increase does not even account for any income from overseas, for which deals have yet to be struck. Indeed, including highlights income, principally from the BBC’s Match of the Day, the League is already guaranteed to earn the same amount as over the previous three-year cycle before signing a single international deal.
“Given that I was surprised by what happened to the domestic rights I can see several chairmen saying 'you’ve got 70 per cent more on the domestic deals and we want the same from international’,” the league’s chief executive, Richard Scudamore, said.
Sky’s £2.28 billion overall bid means it has to pay £6.6 million for each match to which it has the rights, a reflection of the threat posed to its business model were it to have lost the rights to Premier League matches.
BT will have access to some of the best matches available over the course of the season, with 18 “first picks” from a total of 38 available to both broadcasters, a slice Scudamore described as a “game changer”.
This allows BT the first choice of matches from the fixtures list on almost half the match days. Sky will, however remain the dominant player, with a total of 115 matches, regaining control of the Saturday-evening fixtures which ESPN won in the last rights cycle.
ESPN will, after the 2012-13 season, have no presence in the UK for Premier League matches. Scudamore was keen to stress his hope that ESPN, which as a Disney-owned company has a strong global presence, will retain a relationship with the League with deals in overseas territories.
If similar growth is achieved in the overall value of overseas rights, the League stands to earn a total of £1.8 billion a year from broadcasting, almost 21/2 times more than they earned in the 2009-10 season.
The smaller clubs must hope that similar growth is realised from the overseas round, which is not due to be completed until at least the autumn, since that is shared more equally than the domestic pot.
Although the 20th-place club in 2013-14 are set to earn £15.5 million more than the £20.3 million Wolves took this season, the Premier League champions are set to take more than £72 million from domestic television revenues under the new deal. By contrast Manchester City received £41.8 million from that source this season.
In the event that overseas revenues keep pace with the rise in the domestic broadcasting rights, the 2013-14 Premier League champions will earn more than £100 million from broadcasting, still substantially less than the £130 million Real Madrid earned in 2011, but catching up.
It raises the prospect of the first £300,000-a-week footballer playing in England’s top flight.
Scudamore hopes the new income will not all be poured into the pockets of players. “An element of this will allow clubs to invest in playing talent,” he said. “But I hope a good degree of this will be used to develop stadium infrastructure and youth talent and to allow sustainability.”