The Premier League’s auction of TV rights "will have to be concluded with a second round of bidding next week, with competition for the seven packages potentially driving the overall price" up to £4B ($6B), according to Matt Dickinson of the LONDON TIMES. Envelopes were opened on Friday at league headquarters, "containing bids for the seven packages covering 168 live games from 2016-19." There "was no confirmation whether any of the packages had been awarded and, in the case of close offers, companies will have a chance to increase their bids at the start of next week with an announcement expected by Wednesday" (LONDON TIMES, 2/7). In London, Ben Rumsby wrote there "was no sign" that any of the seven packages were sold on Friday, a "stark contrast to the last auction, when two went on the opening day." Such a stalemate on Friday "would indicate that not only was every package subject to more than one bid -- and that those offers were very close -- but also that bitter rivals Sky Sports and BT Sport were probably not the only broadcasters involved." Reports in the build-up to the auction suggested that "the Discovery Network, which owns British Eurosport, would make an offer after its chief executive met with the Premier League last month." Qatar-based beIN Sports was also linked with a bid, "while there is no telling whether another broadcaster has attempted to gate-crash proceedings as BT did so dramatically two-and-a-half years ago" (TELEGRAPH, 2/6). Also in London, Owen Gibson wrote the outcome "can change dramatically between the first and second rounds." After the first round of bidding three years ago the newcomer BT Sport "was widely believed to have been ahead of Sky for most of the packages, only to be ultimately trumped in the second round." The Premier League "would be assured of beating" the £5.5B ($8B) total under the current deal. Such an outcome "would make the Premier League the second most lucrative sports league in the world, overtaking Major League Baseball and second only to the NFL" (GUARDIAN, 2/6).
HIGH STAKES: In London, Roger Blitz wrote EPL auctions "do not have a set number of rounds." When the contest goes to a second round, bidders "are not told whether they are in the lead, or what rivals have bid." One former participant said, "It has more intrigue and shenanigans than other" rights auctions. The stakes "are particularly high for Sky," which has built the U.K.’s largest pay-TV business over the past two decades through its dominance of Premier League coverage. Losing key matches -- including the 4pm kick-offs on Sunday -- "could cut the company’s profits by up to one-fifth, analysts estimated" (FINANCIAL TIMES, 2/6).
