We 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 of what’s available – half their current amount.

This leaves the Irish network in serious trouble; it will be difficult for them to justify a static subscription rate with only half the live action. Why they didn’t realise this at the time, God only knows; but they are now trying to sub-license one of the packages from Sky.

Which means Sky make a tidy margin on 1/5th of the Premiership without even showing it.

Strangely, ESPN didn’t get heavily involved in the bidding as many (including us) thought they would; yet Setanta still managed to miss out.

We bemoaned the lack of financial clout amongst the terrestrial channels, precluding the provision of live Premiership football through free-to-air; but after ITV’s shambolic coverage of the Merseyside FA Cup derby replay, when they cut to a tic-tacs advert during the solitary 119th minute goal, plus the BBC’s inability to synch the audio with the video during last night’s Milan derby, perhaps it’s best for all involved if we just leave it all to Sky.

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.