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June 16, 2009
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Setanta EPL Rights To Be Sold Off If Payment Not Made By Friday

If Setanta Fails to Meet $16.5M Payment, Deal
To Show 46 EPL Matches Will Be Terminated
The EPL yesterday "stepped up the pressure on Setanta ... by issuing a tender for the broadcaster's 46 UK live top matches and setting Friday as a final deadline for payment," according to Davoudi & Blitz of the FINANCIAL TIMES. If Setanta fails to meet a $16.5M (all figures U.S.) payment by Friday, its deal with the EPL to show the 46 matches during the '09-10 season "will be terminated." The EPL said it "would like to provide Setanta with as much time as possible to rearrange its finances," but added the start of the '09-10 season is "only two months away." Davoudi & Blitz noted the EPL's one-week deadline for new bids for the games suggests EPL CEO Richard Scudamore is "aware of bidders waiting to step in should the Setanta contract be terminated." Sources said that most groups interested in the rights "would have been among those involved in the tendering process for the 2010-13 Premier League domestic broadcasting rights completed earlier this year." ESPN was among those bidders and "would be expected to express an interest in taking over Setanta's rights, though it has denied interest in taking over the broadcaster itself" (FT.com, 6/15). The Manchester GUARDIAN reported the EPL is only taking offers for the matches for games during the '09-10 season. The league under an agreement with the European Commission "cannot sell all their live matches to a single broadcaster," so Sky "would only be able to bid for 23 of Setanta's 46 games next season as it already holds the rights to show the other 92 games next season." As a result, ESPN "would be expected to bid for at least one if not both of Setanta's two packages of games for next season." Setanta also holds the rights to a 23-game package for the '10-13 seasons, and if they "default on their payments those also look likely to be up for grabs with ESPN again the favourite to win them." Setanta also "began taking subscriptions for new customers again [yesterday] as rescue hopes grew for the struggling business" (GUARDIAN.co.uk, 6/15).

MANY STAND TO LOSE: In London, Peter Stiff wrote the loss of EPL rights "could prove disastrous for Setanta, with the Premier League games the main draw for many of its subscribers." The net would "probably face huge numbers of cancellations and struggle to pick up new customers" (TIMES.co.uk, 6/15). Also in London, Nick Clark writes Setanta losing the EPL "would be a body blow to the group's long-term prospects." However, a Setanta source said the EPL's mandate "doesn't come as a huge surprise and we fully understand this close to the new season that they have to protect themselves." The source added, "However, it shouldn't cause a huge disruption to our plans" (London INDEPENDENT, 6/16). In Manchester, Matt Scott writes Setanta losing the rights could cost EPL clubs "tens of millions of pounds since the competitive tension between Sky and Setanta" drove Setanta to bid $645.4M for three seasons. However, without Sky or Setanta to "bid against, there would be no point in third parties bidding even close to the current pro-rata estimate" of $107.0M per package (Manchester GUARDIAN, 6/16).


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