Liverpool will benefit from a highly competitive auction for the Champions League broadcast rights for the period between 2024-2027, claims football finance expert Kieran Maguire.
The Lowdown: Upcoming sale
The domestic TV privileges for the Champions League are set to come up for sale shortly.
The current contract for the UK is held by BT Sport, which is worth £400m per year over its three-year deal.
With Team Marketing having been tasked with selling the 2024-2027 rights on behalf of UEFA, the Daily Mail have reported that Sky, BT Sport and Amazon will all battle it out for the lucrative contract.
The Latest: Maguire’s claim
Maguire, a finance expert and regular contributor for Sky, has claimed that 2021/22 finalists Liverpool will be one of selling points as the three major broadcasters make a claim for the competition’s next ‘long-term deal’.
Speaking with Football Insider, he claimed: “You’d imagine this would bump up the deal a bit.
“Liverpool are a big draw in their own right. Uefa will be aware of the viewing figures and want to secure a long-term deal.
“With the takeover of BT by Discovery, they will be a flagship product.
“From Sky’s point of view, they will be watching with interest. If they took it over, it could be a bit of a knockout blow for BT Sport.
“Amazon are delighted with what they had in terms of the Premier League TV deal. They are aware that the Champions League is a product that generates interest and fills in gaps in their Amazon Prime roster.
“Whether this will be combined with a terrestrial broadcaster who broadcasts one match per round, we don’t know.”
The Verdict: Beneficial income for LFC
According to Football Insider, the Merseyside outfit earned a stunning £266.1m in media income across the 2020/21 campaign, although this included deferred broadcast revenue from the Covid-struck season prior.
And with a bidding-war set to occur between three huge broadcasters, it is possible that these figures will increase even further.
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With Liverpool being one of UEFA’s biggest selling-points, this could prove to be a huge financial benefit for FSG, as the club prepare to build upon and maintain the success they have achieved in recent years.
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