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Sky is set to retain the rights to the Football League in a blockbuster bidding battle with BT that has seen the price as much as double to £180m a season.
The Football League is understood to have entered into exclusive talks with Sky for the live rights, in a three to five-year deal worth between £500m and £900m.
The official announcement, which could come as soon as Wednesday, will scupper any hope that the recent years of inflationary bids for the crown jewels of sport might be at an end.
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ITV is heavily tipped to win the Football League highlights rights from Channel 5.
More money for The Championship, it's players and agents then.
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Football League telly deal doubles in value on 08:11 - Aug 9 with 3615 views
This will widen the gap between the Championship and the lower two divisions. £20m+ transfers are going to become the norm there with the inflated Premier League market getting ever bigger. It's only a matter of time until all this money comes crashing down on a team and they actually do go bust.
As long as we are a solvent league club then I'll be happy!