BT Sport holds exclusive live TV rights to
38 Barclays Premier League matches, as well as exclusive or shared rights to
the FA Cup, UEFA Europa League, Scottish Premiership, Scottish League,
Conference, Serie A, Bundesliga, Ligue 1 and Primeira Liga football matches. This
makes them a huge player in the sport broadcasting industry, challenging other
major players and competitors such as Sky, and in 2013, BT also acquired ESPN´s
UK channels and sport broadcasting rights, eliminating more competition.
Recently, BT sports also won exclusive rights to all 350 matches a season in
Champions League and Europa League for three years, starting this season. This
deal was worth £897
million, more than double the value of the last deal. This also challenged competitors
in the market. In February this year, BT also announced that they had won the
rights for 42 live Premier League games for 2016-19, however they are not only
involved in football. Last year, BT made a deal with the Scottish Rugby,
renaming the home of Scottish Rugby to ‘BT Murrayfield Stadium’. BT also backs Scotland’s
club league and cup competitions and is the official shirt sponsor of Scotland’s
two professional clubs – Edinburgh Rugby and Glasgow Warriors. In fact, in
April this year, BT announced that as part of their three-year deal with
Scottish Rugby, they will also be shirt sponsors for Scotland’s rugby team.
Interesting articles on BTs most recent deals:
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