StarHub and SingTel launch bids for EPL rights

In 2006, StarHub had won the exclusive rights for three seasons of the football tournament, commencing from the 2007/2008 season. Apart from StarHub and SingTel, ESPN StarSports (ESS) was also bidding for the rights then. The winning bid was estimated at US$160 million.

The EPL rights gave StarHub, Singapore’s largest pay-TV operator, exclusive broadcast rights to as many as 380 matches on all three of its platforms - cable TV, mobile and online. Starhub's statement said the the telecommunications firm has put in a bid for the "immensely popular" football league.

A statement from SingTel also said the company has "submitted a bid for the broadcast rights to the English Premier League matches” for the seasons in August 2010 to May 2013.

The statement added: “The bid is consistent with the company’s strategy to bring attractive content to SingTel customers for their entertainment.”

One sports marketing source noted that it was certainly "war" between the two broadcasters, putting an end to speculation that both companies might have considered a joint-bid for the broadcast rights. The source added that it would be interesting to see what ESS would do now.

SingTel’s mioTV offering currently has the rights to the UEFA Champions League and the Italian Serie A tournament, which it won in March and November respectively last year.

At the end of August, StarHub secured exclusive broadcast rights for the Spanish Primera Liga football for the next three seasons until 2012.