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Sky shares fall after Premier League TV rights deal Sky shares fall after Premier League TV rights deal
(35 minutes later)
Sky's shares have opened more than 4% down after it agreed to pay £4.1bn to show live Premier League football between 2016 and 2019.Sky's shares have opened more than 4% down after it agreed to pay £4.1bn to show live Premier League football between 2016 and 2019.
Sky won five of the seven TV packages on offer, but paid 83% more than it did in the last auction three years ago.Sky won five of the seven TV packages on offer, but paid 83% more than it did in the last auction three years ago.
However, shares in BT rose more than 3% after it paid £960m for two of the TV packages, 30% more than last time.However, shares in BT rose more than 3% after it paid £960m for two of the TV packages, 30% more than last time.
Analysts at Jeffries said the outcome had been "sobering" for Sky, but "reassuring" for BT.Analysts at Jeffries said the outcome had been "sobering" for Sky, but "reassuring" for BT.
Sky and BT paid a combined £5.136bn for the live TV rights deal - far in excess of what had been expected.Sky and BT paid a combined £5.136bn for the live TV rights deal - far in excess of what had been expected.
Jefferies said the deal would be "challenging to explain" to Sky shareholders.Jefferies said the deal would be "challenging to explain" to Sky shareholders.
"For Sky a sobering result," Jefferies said. "Even with some claw back on costs/pricing, we expect [analyst] forecasts to move lower," it said."For Sky a sobering result," Jefferies said. "Even with some claw back on costs/pricing, we expect [analyst] forecasts to move lower," it said.
The price Sky paid per year was about £330m more than City analysts had predicted.The price Sky paid per year was about £330m more than City analysts had predicted.
Jeffries estimated that Sky would try to claw back about £200m per year through cost cutting, and £100m through incremental price rises.
Richard Hunter, head of equities at Hargreaves Lansdown, said BT appeared to have got the better deal.
"Sky has paid dearly and is going to have to squeeze costs and customers to keep its finances on track," he said.
"BT has ended up with a good hand - Premiership, Champions League, FA Cup and European leagues, all for a fraction of the annual cost that Sky is paying for its Premiership position," he added.