BT Sport: positive first year with the Champions League

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BT Sport: positive first year with the Champions League

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BT Sport: positive first year with the Champions League
BT’s first foray into the sports broadcasting market was with Premier League (PL) football, yet it came as a surprise when it won the live UK pay and free-to-air (FTA) broadcasting rights to the CL and Europa League (EL) for £299 million per season, more than double the c. £130m annual sum previously being paid by Sky and ITV. The CL is without doubt a major addition to BT’s sports armoury—live televised CL rights are the second most valued set of premium sports by UK viewers, only behind the PL, according to surveys conducted by Ofcom. So, our first question is how much it has added to BT Sport in terms of growing its customer base and driving viewing to the channels. We then tackle things from the CL’s perspective – comparing its viewership on BT with Sky and ITV in recent years.