Sky Sports and the English Football League have signed off on a new deal which confirms their broadcast partnership through to 2024.
It has been confirmed as being worth €595 (€670 million) over five years and represents a 35 per cent increase on the deal which is currently in place.
There had been opposition from a majority of Championship clubs, the English game’s second tier over the fact this was not enough in comparison to the Premier League deal.
The difference between the two is highlighted starkly by the fact that Top-flight clubs will net around £100 million per season from that deal, also with Sky Sports, while the deal for the Championship will generate only €3 million per club.
It also comes at a cost, they say, with Sky Sports reserving the right to live stream games played outside the traditional Saturday afternoon window.
“Having fully considered the matter, its implications and any associated risks, the EFL Board is satisfied that the right deal for the EFL and its Clubs has been reached,” said English Football League Chair Debbie Jevans.
“Concluding these negotiations has indeed been challenging, as is the case when managing a diverse group of stakeholders, and the Board took on board the comments and frustrations voiced by a number of Clubs and has committed to reviewing the way the League engages with its Clubs to ensure that we move forward in a collaborative way in the future.”
That future for TV rights at least will now be until 2024. This brings it beyond what many in broadcasting and sport believe to be the benchmark year of 2022 when the majority of the main deals relating to the NFL will be restruck from.
True value of new media
That is the point where we will get a true sense of the value to sport of the new media players such as Facebook and Amazon versus the traditional mainstream sports companies.
Sky Sports stuck to its guns in English football in the past year with the renewal of rights in the Premier League, both in the UK and in Ireland, and this deal confirms that commitment.
“We’re delighted to finalise our agreement with the EFL and give certainty to its clubs, their fans and our customers for five more years,” said Barney Francis, Sky Sports Managing Director.
“By confirming this deal with the EFL, Sky Sports gets even stronger, alongside 128 Premier League games, the home of F1 and English cricket – the rights that matter most to our customers are secure into the next decade.”
The extended TV deal also brings the arrangements into line with the sponsorship of the League by Sky Bet, extended this time last year to also run until 2024, despite concerns over the prevalence of gambling promotion within the sport.