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Kieran Maguire: West Brom to cash in as 'brilliant' three-way £119m-plus bidding war imminent
Sky Sports being favourites to retain EFL television rights could be ‘brilliant’ news for West Brom and their Championship allies.
That is the view of finance expert Kieran Maguire, who spoke exclusively to Football Insider regarding the ongoing bids for EFL broadcasting rights.
As reported by the BBC, Sky’s current deal with the EFL is worth £595million over five years, meaning the broadcasters pay £119m per season to televise games.
The price of the new EFL broadcasting deal is currently being negotiated, with Sky Sports set to be rivalled by the likes of BT Sport, Viaplay and DAZN for the rights.
However, The Athletic (3 April) report that Sky Sports looks set to retain the broadcast rights, with the EFL naming Sky as the ‘preferred bidder’.
Maguire believes the existing relationship between Sky and the EFL will allow them to improve the product considerably, while the increased price will benefit clubs financially.
“Sky have done very well out of their broadcast deal with the EFL, and the EFL have done very well out of Sky,” Maguire told Football Insider.
“There is an element of trust and professional respect between the two parties, and what we have seen is that the additional interest has forced Sky into an improved deal.
“Viaplay and DAZN showing interest has kicked Sky into action and we can expect more money offered as well as improvements to the existing product.
“That will come as brilliant news for EFL clubs, and that’s why Sky are currently in the box seat to secure the rights.“
In other news, Kieran Maguire slams ‘disingenuous’ West Brom amid £5m Guochuan Lai twist