BT admits it still has a ‘long way to go’ to match Sky’s credibility in football

Despite holding the UK TV rights for the UEFA Champions League, Simon Green, head of BT Sport, admits his business isn’t yet ready to challenge Sky on the Premier League. He says the current three-year cycle for UK broadcasters to bid on the football rights is “extremely awkward” and doesn’t allow enough time to establish a brand. Speaking on a panel at KPMG’s Benchmark Forum event, Green said: “Establishing a brand in the UK market doesn’t happen overnight, it takes time for viewers to get accustomed to consuming football in a new way.