Daniel Geey, a sports specialist at Field Fisher Waterhouse, is quoted in the Financial Times as saying: 'It is always difficult to know what will happen in each auction round but it is probably the most important auction for Sky for some time. It is facing a relatively new competitor [BT] with deep pockets, one that is looking to protect its broadband customer base and which completely outbid Sky for the Uefa Champions League and Europa League rights.'

Strategy

Next year's auction will decide the rights for the 2016/17 season. Experts are predicting that an increase in competition in the sports rights market could see the auction raise £1.5b. Mr Geey concludes that BT, if it plays a strategic game, might prefer not to outgun Sky on the Premiership but to keep the duopoly in place and to 'build on the Champions League rights and add other rights as its offering develops'. Source: Financial Times