The Premier League's broadcasting revenue may continue to rise sharply, with next season's takings estimated to be worth well in excess of £3bn.
But football's most attractive competition for TV companies has been usurped by the Indian Premier League when it comes to cost per match following a remarkable rise in the cricket upstart's global interest.
An online auction set to finish today will see the IPL's broadcast revenues hit £5bn for a five-year period starting next year, placing it second only to the NFL when it comes to value per fixture and knocking the Premier League down to third.