Premier League TV rights sale kicks off – but result could be low-scoring

Bidding wars appear to be over as BT and Sky share content and heat goes out of auctions in continental Europe

Eight years ago a triumphant Richard Scudamore revelled in a record 5.14bn haul from the sale of Premier League TV rights, after a second consecutive high-stakes auction where eye-watering bidding fuelled another 70% increase in value.

I continue to be surprised by every television deal," said the then chief executive of the body that runs and monetises the UK's crown jewel sports rights.