Premier League: "We will move to direct-to-consumer and traditional media right sales" (R. Masters)

"During the last (rights bidding) process (for the 2019-2022 seasons) we spent quite a lot of time and invested a lot of resources in building our expertise and capacity in 'direct-to-consumer'. We considered whether strategically it would be the right time to test a few markets then and decided not to. We were ready last time and we will be ready next time should the opportunity arise. Eventually the Premier League will move to a mix of direct-to-consumer and (traditional) media rights sales," said Richard Masters, chief executive of the Premier League, according to statements reported by the British media on 08/02/2020.

"There is risk associated with it. The Premier League has been successful by seeking partnerships with established broadcasters and having secure funding as its model, as opposed to direct consumer revenue, which is an entirely different strategy. The transition from one to the other if and when it ever happens would be a big moment," added Richard Masters.

"We have every reason to be optimistic about the future of sports rights. I don't think the bubble has burst…