While Sky chiefs are set to start renegotiating its rights package after EC chiefs demanded it hand eight live games to terrestrial broadcasters, the move could actually provide Sky with the biggest publicity boost for its diet of Premier League action.
The theory now is that those who have so far not subscribed to Sky may find the lure of live games too much once given a taster courtesy of terrestrial coverage.
For now, the battle will be on from the major UK terrestrial channels to secure the eight games – with both the BBC, holders of the highlights package, and ITV likely to head the field.
For the full story and details of the deal, see the features section of sportbusiness.com
