According to media analysis firm Ampere Research, with the outcome of the Premier League rights auction unknown, there’s no doubt that Sky is facing the greatest competitive challenge in the tournament’s 23-year history. “Based on analysis of past inflation rates, a three-season deal could hit the £5 billion mark for the first time as BT goes in hard against its main rival. With sport a loss leader for both major players, Ampere questions whether such a price is realistic.

Ampere’s analysis of

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