EFL hit the jackpot with £148m deal

THE EFL have netted a staggering 40 per cent rise in overseas broadcasting rights — and are set to launch a mission to crack America. In a landmark deal, announced by the EFL last night, Mail Sport can reveal the competition are set to pick up a minimum of £148million in the next four seasons to show the game outside the UK. It can also be disclosed that the deal features an agreement between the EFL and New Yorkbased media agency Relevent Sports — who have snapped up rights to North America, Latin America and the Caribbean — to jointly fund a marketing pot which will promote the competition on the other side of the Pond. Insiders believe the deal reflects the popularity of the Championship, which is one of the most-watched leagues in Europe. They also feel that the arrival of Hollywood duo Rob Reynolds and Ryan McElhenney and the subsequent transformation of Wrexham have opened the eyes of the world to the storylines unfolding outside the top flight. Large numbers of EFL clubs now have US owners or investors and many see the competition as a potential growth area. Should the deal be given the green light, Relevent will then attempt to sell their packages — which include betting rights — to the US and various other markets. Eighty per cent of anything they attract above what they have paid will go to the EFL. Key to their success will be whether they can attract a rival to traditional broadcaster ESPN and trigger a bidding war. The rights to sell the EFL elsewhere for the next four years appear to have been won by London-based giants Pitch International.