By Kieran Maguire

30th Jul, 2022 | 10:05am

Kieran Maguire: Liverpool to cash in as 'flagship' £540m deal agreed

Liverpool are in position to capitalise on the BT Sport-Eurosport merger as an expanded Champions League is likely to be their “flagship” product.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the new alliance between two of sports media’s biggest names.

Per The Times last Saturday (23 July), the merger has been given the green light by the Competitions and Markets watchdog.

Sports Pro reported back in May that Eurosport have paid £93million up front, although the deal could rise to as much as £540million if certain conditions are met.

BT are the current Champions League UK rights holders and, although some matches have been lost to Amazon, will also broadcast the bulk of matches in the 2024-27 rights cycle.

Europe’s premier competition will almost double its total number of matches from 2024 onwards under a new league-style group stage format.

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Maguire forecasts the likes of Liverpool will reap the rewards when the value of the BT-Eurosport rights swell as a result of more matches.

“In order to attract subscribers, you need to have some flagship products,” he told Football Insider’s Adam Williams.

“There is not much more flagship than the Champions League. There is also scope for more money if the number of matches is increased.

“One of the benefits of the Swiss model is that it has flexibility in terms of the number of games. FSG want more European matches and fewer Premier League games.

“That, of course, is a disaster for ambitious clubs in the Premier League like Aston Villa and Newcastle.”

In other news, Liverpool confident of signing Jude Bellingham after new talks