Sky have won the rights to four of the six available blocks of live Premier League games from 2010 to 2013. There is another round of bidding to come, in which Sky may attempt to buy a fifth block, strengthening their position.
However, there are strong rumours that ESPN are looking to enter the British football market – and they are one of the few who can compete with Sky’s bidding power.
No one station can have a monopoly, so Sky will have five maximum; perhaps ESPN will allow that, and dip their toe in the water with a sixth of what’s available – at the same time avoiding a bidding war with Sky. Taking on Setanta, ITV and the BBC is a wholly less fearsome proposition.
Plus, with the terrestrial channels unlikely to sanction a bid – it is not financially viable – and Setanta reportedly struggling, ESPN could get in on the cheap.
[...] previously reported that Sky had won four of the six available live football packages; they also won one of the remaining two, leaving Setanta with only a sixth [...]