British Sky Broadcasting Group and telecommunications company BT Group have won bidding to broadcast 154 English Premier League soccer matches for $4.7 billion — almost doubling the current deal, Bloomberg reports. BSkyB’s pay-TV Sky channel will show 116 matches starting in the 2013-14 season, with the phone and broadband company BT getting 38 matches. The Walt Disney Company’s ESPN lost the right to broadcast Premier League matches. BT will pay $381 million for its share of the matches. BSkyB, of which News Corp owns 39%, bid higher to retain the sports rights it relies on to keep and lure subscribers. BT is marketing more broadband conneections and will use the games to start a new sports channel. The phone company hadn’t broadcast games before.
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