Favourites Al Jazeera Sport are likely to face at least two strong consortia challenges. Pay-broadcaster ART and the Abu Dhabi Sports channel are understood to have been working on a joint bid, although the recent departure of Abu Dhabi’s head of sport Rik Jemison will not have helped the discussions. Incumbent Premier League broadcaster Showtime is also likely to team up with rival Orbit in another joint bid.
Al Jazeera Sport nonetheless remains the strong favourite and is determined to add what is arguably the only significant property presently missing from its portfolio. It was taken by surprise last time by Showtime, which shocked its rivals with a knockout first-round bid of $110 million for the rights from 2007-08 to 2009-10.
With Al Jazeera Sport paying out $200 million in a three-year deal for Uefa Champions League and Europa League rights last year, the indications are that Premier League rights could generate as much as $250 million this time round.
Whatever the final fee, the Middle East deal will amount to a substantial increase and give the Premier League a strong start as it sets out on a new sales process. The league will move on to South East Asia, another likely growth area, in September.
The Premier League’s attempt to exceed the £650 million or so generated from international sales for the present three-year period will be helped by the devaluation of the pound against the US dollar since the last deals were signed. Then, the exchange rate was close to two dollars to the pound, compared to $1.65 to the pound now.