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Nations League addition aids Uefa in Bulgarian rights sale

Having a larger package of content to sell has helped Uefa earn a slight increase in the overall value of its national-team rights in Bulgaria, with third-party rights proving particularly popular.

LJUBLJANA, SLOVENIA - SEPTEMBER 6: Bozhidar Kraev of Bulgaria celebrates after scoring first goal for Bulgaria during football match between National Teams of Slovenia and Bulgaria in Final Tournament of UEFA Nations League 2019, on September 6, 2018 in SRC Stozice, Ljubljana, Slovenia. (Photo by MB Media/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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