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Sky’s dominance of domestic football rights will help with customer retention

GLASGOW, SCOTLAND - APRIL 29: Scott Sinclair of Celtic scores the opening goal from the penalty spot during the Ladbrokes Scottish Premiership match between Rangers and Celtic at Ibrox Stadium on April 29, 2017 in Glasgow, Scotland. (Photo by Mark Runnacles/Getty Images)

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The NFL has shown that a little flexibility goes a long way in the US, securing like-for-like growth of about 80-per-cent by allowing partners to use the NFL as a central pillar of their respective streaming platforms.

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