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Have we seen the top of the sporting market?

For many years experts have been concerned that sporting salaries, especially in the field of football, have risen far too quickly to levels which for many teams would eventually lead to commercial suicide. The English Premier league brand-name for one has continued to grow and grow despite these reservations although it appears that the collapse of Setanta has injected a sharp dose of reality into the sector.

While the English Premier league is very confident it can arrange a broadly similar deal to the original one with Setanta we may have seen the top of the sports rights market for the moment at least. The situation in Scotland is very different as the league itself is dominated by Rangers and Celtic and many believe that Setanta initially overpaid for the rights. The harsh reality is that without Rangers and Celtic there would be no commercial sense in acquiring live Scottish games even for a newcomer to the sector.

There is also intense speculation that a number of the top Scottish teams are in severe financial trouble and the collapse of Setanta has sent shockwaves throughout the sector. While the Scottish Premier league appears confident of signing a comparable deal with a new TV partner, not everybody shares this positive outlook.

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