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The Guardian - UK
The Guardian - UK
Sport
Matt Hughes

‘Dog that didn’t bark’: Uefa’s Champions League rights sale delivered a key lesson

Paris Saint-Germain celebrate after winning last season’s Champions League
Paris Saint-Germain celebrate after winning last season’s Champions League. The latest European rights deal covers 2027-31. Photograph: Annegret Hilse/Reuters

Champagne corks were flying last Thursday after Uefa secured average annual increases of more than 20% in the value of its Champions League rights across its five biggest European markets, largely by luring the American entertainment company Paramount into the auction for the first time.

Paramount secured the UK rights by outbidding Uefa’s incumbent partner, TNT Sports, triumphed in Germany and forced Sky Italia to up its offer in Italy.

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