The next Premier League auction to decide who will broadcast live matches from the '16-17 season "is expected to take place early next year" and some analysts believe the total annual rights bill could top £1.5B ($2.3B), according to Tom O'Sullivan of the FINANCIAL TIMES. This "is because of greater competition in a sports rights market that has for so long been dominated by Sky." Daniel Geey, a sports lawyer at Field Fisher Waterhouse said, “It is always difficult to know what will happen in each auction round, but it is probably the most important auction for Sky for some time." The intervention by telecom group BT in the '12 auction when it secured the rights to broadcast a limited number of top EPL matches, "is fuelling speculation that it poses a greater threat to Sky this time around." Paying £300M ($469M) a year to pinch Champions League rights from Sky and the terrestrial broadcaster ITV "heightens the sense that the old order is under threat." EPL Communications Dir Dan Johnson said, “We put the rights into a competitive market, but make no predictions on whether there will be an uplift [in prices in the next auction] or how large it might be.” Johnson expects the auction to take place under the same conditions as in '12 with a “no single buyer” rule, even though the European Commission deal that guaranteed the sharing of rights -- in force since '07 -- has lapsed. He added, “We will not step away from competitive contracts." Last year, analysts at Berenberg bank estimated that "BT could make a business case" for paying as much as £1.15B for Sky’s share of the Premier League packages. Berenberg Senior Analyst Sarah Simon said, "We don’t think Sky can afford any more changes in the balance [of rights]. It has to hold on to the same share of matches and win back some of the top games from BT. If BT were to take, say, five Premier League packages -- [and given] it already has Champions League games -- would anyone still need to go to Sky for football?” BT "will not be drawn on its Premier League intentions." One analyst said, "If BT is sensible, it will not bid for all the rights. It is not in as good a position to monetize them as Sky" (
FT, 12/1).
