The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Sky BT Sport Premier League

Sky Sports and BT secure Premier League TV rights in record £5.13bn deal


By John McCarthy | Opinion editor

February 10, 2015 | 3 min read

Sky Sports and BT Sport have landed the TV rights to the Premier League for the next three years in a landmark £5.13bn deal

The deal is the largest ever secured for the league, marking a steep rise from the previous £3bn agreement which expired this season.

BT has acquired the rights to 42 Premier League matches over the next three years, an increase of four matches a season, costing £320m annually. Sky on the other hand forked out £1.39bn per annum for the rights to 126 Premier League matches in the same period.

John Petter, BT consumer chief executive said: “I am pleased we will be showing Premier League football for a further three years and that we have secured the prime Saturday evening slot.”

Jeremy Darroch, Sky’s group chief executive, said: “This is a good result and confirms that Sky is the unrivalled choice for sports fans. We went into the Premier League auction with a clear objective and are pleased to have secured the rights that we wanted.”

Bob Wootton, director of media and advertising at the ISBA, the UK advertiser trade body, said: “It was and is crucial for Sky and BT to secure Premier League rights as it’s a huge attraction to its subscribers. Advertisers will always invest in broadcasters that can deliver relevant audiences - there is little loyalty here.”

Wootton concluded: “With the potential increase in competition, it clearly wasn’t easy for Sky and BT to retain the rights but they almost had no choice as this is too big a draw for football fans and the broadcasters can’t afford to lose that audience and subsequently a large chunk of advertising revenue.”

The bids were finalised despite Virgin Media last September appealing to Ofcom to investigate the Barclay’s Premier League bidding process.

Sky BT Sport Premier League

More from Sky

View all


Industry insights

View all
Add your own content +