Kieran Maguire: Liverpool to rake it in as three bidders emerge
Liverpool will be among the Champions League sides to rake it in from a highly competitive auction for the 2024-27 broadcast rights.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the upcoming sale of the domestic TV privileges for Europe’s top club competition.
The current UK deal with BT Sport is worth £400million per year over its three-year lifespan.
Team Marketing have been tasked with selling the 2024-27 rights on behalf of Uefa.
The Daily Mail reported last Friday (27 May) that Sky, BT Sport and Amazon will all throw their hat in the ring.
And Maguire predicts that vanquished 2021-22 finalists Liverpool will benefit from a three-party bidding war.
“You’d imagine this would bump up the deal a bit,” he told Football Insider’s Adam Williams.
“Liverpool are a big draw in their own right. Uefa will be aware of the viewing figures and want to secure a long-term deal.
“With the takeover of BT by Discovery, they will be a flagship product.
“From Sky’s point of view, they will be watching with interest. If they took it over, it could be a bit of a knockout blow for BT Sport.
“Amazon are delighted with what they had in terms of the Premier League TV deal. They are aware that the Champions League is a product that generates interest and fills in gaps in their Amazon Prime roster.
“Whether this will be combined with a terrestrial broadcaster who broadcasts one match per round, we don’t know.”
Liverpool earned £266.1m in media income in 2020-21.
However, a large portion of that came from deferred broadcast revenue from Covid-hit 2019-20.
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