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Sky Sports beat rivals BT Sport in La Liga bidding war

Sky Sports will continue showing live La Liga football. Credit: Reuters

Sky Sports has secured a deal to show Spain's top flight, La Liga, for another three seasons after winning a bidding war with BT Sport.

The deal is a crucial one for Sky, which had already lost Champions League football to its rival for the coming season.

Barney Francis, managing director of Sky Sports, said: "We're proud to take our partnership with La Liga into its 20th year and remain the home of Spanish football for another three years."

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Sky director takes swipe at BT after Premier League rights auction

Sky has claimed it won the battle over Premier League television rights after BT Sport tried to "muscle in".

Believe it or not, that's one of Sky's cameras. Credit: PA

The £5.136bn deal for the 2016-19 rights was announced this week with Sky paying £4.176bn for 126 matches including the new Friday night slot, while BT Sport will pay £960m for 42 games.

Sky has almost doubled its investment to retain five of the seven packages but corporate affairs director Graham McWilliam believes it can absorb the costs.

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ITV not prepared to 'pay over the odds' for rights

ITV have said they were not prepared to "pay over the odds" for live Champions League and Europa League television rights.

BT Sport's acquisition ends ITV's 21-year association with the competition regarded as the world's greatest club competition.

ITV have broadcast the Champions League since its launch in 1992. Credit: PA Wire

"ITV is proud to have been the UK free to air broadcaster of the Champions League, since it launched in 1992, and of the Europa League, but we were not prepared to pay over the odds in the latest live rights round," an ITV spokesman said.

"Viewers will be able to continue to watch both competitions free on ITV through to 2015 and we remain the home of live England football."

BT Sport 'mean business' with Champions League deal

Former footballer and Match of the Day host Gary Lineker believes BT Sport "means business" after the company announced a £897 million deal to broadcast live coverage of Champions League and Europa League games.

Sky: BT paid 'far in excess' of our valuation

Sky have said BT Sport paid "far in excess" of its valuation for live rights to Champions League and Europa League coverage.

BT Sport, who launched two sports channels this year, have agreed a three-year deal worth£897 million for the rights, taking over the coverage currently shared by ITV and Sky.

Sky will no longer broadcast live Champions League football after 2015 following BT Sport's successful bid. Credit: PA Wire

In a statement, Sky said: "We bid with a clear view of what the rights are worth to us. It seems BT chose to pay far in excess of our valuation.

"There are many ways in which we can invest in our service for customers. We take a disciplined approach and there is always a level at which we will choose to focus on something else. If we thought it was worth more, we'd have paid more.

"Nothing changes until 2015 and we look forward to 18 more months of live Champions League on Sky Sports."

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