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Addition of Nations League helps Uefa secure growth in Greece

The added content provided by the Nations League will push the value of Uefa national-team rights in Greece up by more than 30 per cent from 2018-19, TV Sports Markets understands.

ZURICH, SWITZERLAND - MARCH 27: Konstantinos Stafylidis of Greece during the International Friendly match between Egypt and Greece at Stadion Letzigrund at Letzigrund on March 27, 2018 in Zurich, Switzerland. (Photo by Robbie Jay Barratt - AMA/Getty Images)

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There are two truisms in the sale of sports media rights which at first glance appear difficult to reconcile. One is that every market has a unique set of characteristics and the value earned is contingent upon those characteristics at the moment the rights are sold. The other is that the early deals in a market-by-market sales cycle create a psychological benchmark which affects how sales in the following markets play out.

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