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NBA more than doubles its money via Sky deal in the UK and Ireland

SAN ANTONIO,TX - OCTOBER 27: LeBron James #23 of the Los Angeles Lakers hangs onto the rim after a turnover at AT&T Center on October 27 , 2018 in San Antonio, Texas. NOTE TO USER: User expressly acknowledges and agrees that , by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Ronald Cortes/Getty Images)

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Premier League club Liverpool’s decision to launch ‘paid-for’ content options on global video-sharing platform YouTube is a taster of how the platform will develop its sports-broadcasting partnerships.

TF1 and M6’s joint acquisition of Euro 2020 free-to-air rights was struck at a similar per-match fee as the one they paid for the last comparable edition of the tournament, in 2012.

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.

The International Olympic Committee extended a long run of media-rights revenue growth in Japan in its latest deal with the market’s free-to-air broadcaster consortium for 2026 to 2032, when the special case of the large Tokyo 2020 sales cycle is disregarded.