BSkyB steals football rights from Setanta

BSkyB has bolstered its English Premier League live football rights by grabbing one of the final two packages up for auction from Setanta.

Earlier this week BSkyB won four packages for a further three years. Setanta is now left with one package and has reportedly paid £159 million for its deal. Sky has paid a reputed £1.6 billion for the five packages it will now have.

The packages run from 2010 through to 2013. Sky reportedly paid £1.3 billion for its four packages in 2007.
The identities of those that bid against BSkyB for the first four packages have not been revealed by the Premier League but it is widely reported to be Setanta and US network ESPN.

Football is a major pull for BSkyB. The broadcaster has attracted nine million subscribers with its sport and movies offerings. The loss of a package means Setanata will now show half the game sit is currently screening.
Last week, it was announced that the BBC retained the rights to broadcast highlights until the end of 2012/13.

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