Spark to show next two Euros

Spark Sport says it has extended its contract with Uefa to include the Euro 2024 and 2028 football competitions.

The deal is notable on three levels. One, it counters the narrative, pushed by some, that Spark’s loss of English Premier League rights to Sky was a sign that it intended to pull back from sport.

Two, it means football fans will have to continue to spread their loyalty (and money) across Spark and Sky (Spark Sport increased its monthly price from $19.99 to $24.99 last year as the service bagged domestic cricket rights. Sky increased its Sky Sport pricing by $3 to $34.99 from this month’s billing cycle. Its Sky Sport Now streaming service remains at $19.99 for a week pass, $39.99 for a month pass or $399.99 per year).

And three, its long-term nature hints that ambitions are limited for the global streaming service launched by Uefa’s parent Fifa (which some saw as a stepping-stone to a worldwide direct-to-consumer play for top-tier games).

As well as seizing back the EPL from Spark (for six seasons from August), Sky renewed its agreement with the A-League and the Wellington Phoenix. It also holds rights to the FA Cup and Carabao Cup, plus the Fifa World Cup.