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Rich in twists and turns, the saga of the sale of the Telegraph takes place in a context of great turmoil for the British press. For many observers, this is a form of litmus test () for the real value influential newspapers in the digital age. “It’s true, confirms the managing director of Enders Analysis, Douglas McCabe, a recognized expert in the media industry across the Channel,  the battle of the 'Telegraph' serves as a litmus test for the 'quality' British press. in a pivotal period of upsurge.

For Alice Enders, one of the best Enders Analysis experts, the path remains complicated for the Redbird IMI tandem. “But the operation is likely to succeed because the United Emirates are very important allies of the British government and have promised to invest 10 billion pounds in five years in the UK.”She is confident the deal will go ahead, even if Paul Marshall still enjoys significant political support.

The Premier League deal will help to guarantee Sky’s future by removing a risk to its TV subscription base, even as the cost of living crisis is hitting the mobile and broadband market.



Under Strong’s three-year tenure, the broadcaster had been able to bring its US parent “on board with Sky’s objectives” — including signing the cheque for more than £5bn for the rights.

The English Premier League is able to generate billions of pounds from its overseas television deals, while other European leagues have lagged well behind. According to figures from Enders Analysis, the Premier League earns more than €2bn a year from its international rights, compared with about €200mn for the Bundesliga. Many German club executives believe more needs to be done to build a global following. 

Senior telecoms analyst at Enders, Karen Egan, said the Vodafone dividend is “certainly the one most at risk” but more due to recent operational pressures than rising rates yet. 

“The sector as a whole has really been struggling over the past few years with revenues usually in decline, and where there is any revenue growth, it is way below inflation,” Egan told City A.M

“Add to that the cost of 5G and fibre roll-out, it is hardly surprising that dividends are under pressure, even before accounting for the headwind of rising rates,” she explained.

There are, broadly speaking, two reasons for that. One is simple: The status quo works for the league. “They are too happy with the deals they have made” to start experimenting, said Francois Godard, a senior media and telecoms analyst at Enders Analysis. The Premier League is the richest, most coveted and most popular sports league in the world. There is not, Godard said, “an incentive to try things.”

It is testament to the increasingly evident symbiosis between the Premier League and Sky: The league needs its loyal, longstanding broadcast partner, but not nearly as much as the broadcaster needs the league. “Sky is more dependent on the Premier League than any other pay TV operator is on any sport elsewhere,” Godard said.