SportBusiness.com

Scramble for UK Champions League rights underway

The first round of bidding for the TV rights for Champions League football got underway yesterday with competition expected to be fierce between the BBC, ITV, Five and pay TV operators Setanta and BSkyB.

After receiving yesterday's confidential bids, Uefa, will decide how to structure the rest of the auction in a process likely to take until the autumn.

The auction is expected to generate fees of £150 million a year. Current rights holders Sky and ITV pay around £90 million between them, per-year.

Commercial broadcasters are questioning whether the BBC should be using licence fee money to bid up the asking price for the rights and highlighting the premium it will have to pay to compensate Uefa’s sponsorship partners, which are guaranteed advertising credits either side of commercial breaks. The BBC’s rivals claim that it will have to pay an extra £10 million.