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SBD Global/October 31, 2012/Media
Super Sports Wins Premier League Rights In China, Macau Until '19
Published October 31, 2012
CHA-CHING: In London, David Bond wrote the league's "cash registers were ringing to the sound of yet more foreign TV cash." Following Monday's announcement of a deal with NBC Sports Group, Scudamore, in Beijing on Tuesday, revealed a six-year extension to its current deal with Chinese TV partner Super Sport. Having "secured a staggering £3B ($4.8B) for the league's domestic TV rights" for three years between '13 and '16, Scudamore "is not seeking to beat the existing overseas rights deals, which is worth another £1B ($1.6B). Scudamore said that although the league has only concluded one-fifth of its new overseas deals, "he is confident of raising more income this time around." Rather than "turning foreign broadcasters off, the unseemly soap opera, which provides a backdrop to football in this country, just seems to add to the attraction." Scudamore said that the league is now "moving into a whole new phase in its global development." In the past the league looked for the best offer, often from new pay-TV operators, but now it is "looking for a greater reach and bigger audiences" (BBC.com, 10/30).