Sky’s takeover of ITV will impact Premier League and EFL clubs – and ‘this is how’
Sky is currently in talks with ITV over acquiring its television business which could have implications on live football.
That is according to football finance expert Dr Dan Plumley who exclusively told Football Insider his views on the talks between the television giants.
Sky Sports currently airs 215 live Premier League games a season, and 328 Championship fixtures, of which 10 are on free-to-air on ITV.
ITV agreed a £15million deal with Sky Sports to show Championship games, and 10 Carabao Cup ties, in 2024, but that could change in the future.
ITV and Sky deal ‘one to keep an eye on’
Speaking exclusively to Football Insider, Plumley believes there will be pressure on Sky from clubs should the takeover go ahead.
“We’ve seen ITV have already agreed with Sky that they can show some Championship games, free to air, which has been well received, and I think that’s brilliant for the exposure of the EFL,” Plumley said.
“The current deal that we’re in, anyway, is fixed until 2028-29. It was a big deal, it was a five-year one. So there’ll be no movement on that in that period that is fixed. I think this will be a case if this deal does go through.
“And then looking at how ITV and Sky kind of operate or what Sky do and how they kind of tackle that from a strategic position moving forward, it might mean that we see an increase on the next deal, which is what the clubs will be wanting anyway.
“And, of course, Sky will be under pressure to deliver some growth as well. But, given where we’re at now, we still have got a few years to run on or a couple of years to run at least on that original deal. So I think this is one to keep an eye on.“
Broadcast landscape has ‘shifted’ amid urge to keep games free-to-air
Plumley would like to see Championship and Carabao Cup games continue to be aired for free in the future.
“I like to think within all of that there would be some aspect of some of the games remaining on free-to-air, because I think that’s vitally important from an exposure piece and, you know, subscription packages are not cheap nowadays,” Plumley said.
“So keeping some games free-to-air, and open to the masses is a good call in my opinion. But when the rights deal comes up for renewal, it was on a four-year cycle so the clubs will be targeting growth again.
“We have seen the domestic deals sort of flat line a little bit, but the international rights for the Premier League have surpassed that for the last two rounds of renewal.
“The Premier League will still want growth, but they’re also targeting a heavy overseas market to drive some of that growth at the minute, and so the landscape has shifted a lot in the past five to six years or so.”