Quote Originally Posted by Eric the Half a Bee View Post
I completely agree with everything you've said here and back that sentiment 100%.
Believe me it is not always the highest bid wins. The rights holders have a product and many of them realise that limiting the population that will get to see it has a long term detrimental effect on the value of what they have (or limiting the quality of the broadcast too: imagine selling EPL to a gang with Matterface as lead commentator and gazza as host). Being a new entrant in this market is hard work and bidding more than an established broadcaster is no guarantee of success. It's not just the population issue but also the quality of the packaged product they worry about. A lot. Sports rights is a bizarre business but it is a lot more sophisticated than biggest bid wins.