BT Sport set to keep Champions League

THERE is strong expectation that UEFA will renew their Champions League contract with BT Sport for another three seasons from 2018-19 following tomorrow’s tender deadline.

Heavyweight subscription channel rivals Sky will bid to regain the flagship European club tournament rights. But just as Sky couldn’t afford to lose their Premier League packages in the last domestic auction, BT Sport’s need is greater this time around to keep Champions League content. And Sky will question whether it is worth having to spend around £1billion to recover them.

This column has frequently revealed woeful TV ratings for CL games on BT Sport over the last two seasons. But broadband sales are more important to the network, and UEFA’s high command prioritise attracting the most money rather than viewing figures.

UEFA believe clubs would revolt if they didn’t maximise income and BT Sport has provided enough exposure in the UK market as well as £900m for the current contract.

The main hope for terrestrial TV coverage is for BT Sport to agree a sub-licensing deal with ITV once they have won the rights battle.

Meanwhile, BT Sport have saved some loose change by not renewing their sponsorship of the Sports Journalists’ Association awards.