BSkyB outbid its rivals to snap up the rights to broadcast three more Premier League seasons, freshbusinessthinking.com reports.
Sky will screen the majority of top-flight matches taking place during the 2013-14, 2014-15 and 2015-16 seasons, in a deal thought to be worth around £2.3 billion to Premier League clubs.
After Sky was allocated its 116 games, BT swooped to secure the remaining 38 matches on offer to smaller broadcasters – as a rule stipulates that one company cannot possess the all of the screening rights.
The telecommunications company will pay £738 million over three years for its share of Premier League action and is expected to broadcast its fixtures via online streaming. Luckily for those who like to sample a vibrant atmosphere whilst cheering on their side, Sky will be continuing its set-top box service available to paid-up households, pubs and event spaces around the UK.
According to guardian.co.uk, the amount broadcasters pay for screening rights has increased once again. Each individual match will now cost BT and Sky £6.6 million, up from £4.7 million charged under the current deal, but both companies are still expected to see a healthy return on advertising revenue.
Looking at the bigger picture, football fans may be glad to hear that the number of matches being screened has also risen. The allocation of 154 fixtures represents a 16 per cent rise on the amount set to be broadcasted in the upcoming 2012-13 season, after which 40 per cent of all Premier League fixtures will be covered.