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Premier League Auction: High Stakes Poker in the Beautiful Game

Sky is facing the greatest competitive challenge for Premier League rights in the tournament’s 23 year history and we believe the value per game for live rights could increase by between 55% and 65% in the auction.

The impact of competition is clear. In auctions where Sky has faced genuine competition for rights, the per-round increase in value per game has been between 55% and 65% with an average ‘competitive base rate inflation’ of 59%.