The Premier League – an undisputed champion of UK betting markets?

Recently, the Premier League has announced it has agreed a landmark TV deal with domestic broadcasters to now cover more live games than ever before. 

The newly agreed broadcast deal will last until the end of the 2028-29 season and sees up to 267 live games to be shown per season, with Sky Sports landing the most games with 215 after being awarded four live rights packages. 

And this will be the topic on today’s episode of iGaming Daily, sponsored by SBC Summit Rio, as SBC’s Insider Sport team, Ted Orme-Claye, Viktor Kayed and Callum Williams, talk through the Premier League’s high-budget media rights deals with Sky and TNT and the impact of these partnerships across the sporting landscape.

Kicking off the discussion, Williams began by saying that fans will be glad to see more of UK football on TV. He added that the deal itself will further benefit what has been ‘the most valuable and most watched’ football league in the world.

Moving forward, Orme-Claye agreed that the new deal is of important significance for domestic English football, and that it certainly solidifies the Premier League’s position as the undisputed champion of UK betting. 

“It has a massive viewership, a massive following, and people just love to bet on it,” he added. 

“More games on TV means that people at home might be more likely just to chuck a couple of quid on it and be more engaged with it. We’ve seen football drive a lot of innovation in betting over recent years.” 

Shifting the focus on to the actual visibility of betting operators throughout the increased number of live games, the podcast trio also touched upon the voluntary front-of-shirt sponsorship ban expected to go into effect one year into the new broadcast deal. 

Kayed pointed out that the ban is actually quite relaxed – evident from the amount of new deals between PL teams and operators still being brokered – and that betting brands will most probably avoid relegation given that they can still be advertised on stadium LED screens and kit sleeves. 

All in all, some very interesting points were raised across the board which you can listen to in full by clicking the podcast episode below. 

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