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Low value of Premier League short-form content raises questions for league and clubs

WOLVERHAMPTON, ENGLAND - SEPTEMBER 16: Sky Sports Television microphones in a pocket of a TV engineer after the Premier League match between Wolverhampton Wanderers and Burnley FC at Molineux on September 16, 2018 in Wolverhampton, United Kingdom. (Photo by Matthew Ashton - AMA/Getty Images)

The value of the English Premier League’s short-form content has rallied a little since the last sales cycle but still remains well down on its peak value over a decade ago.

Sky this month picked up the Premier League’s digital clips and near-live rights in the UK for about £40m (€45.2m/$51.6m) over the three seasons from 2019-20 to 2021-22, or £13.3m per season. This represents a small uplift in value of the rights in Sky’s current three-year digital deals, from 2016-17 to 2018-19.

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