‘Dog that didn’t bark’: Uefa’s Champions League rights sale delivered a key lesson

Plan to sell first-pick games to one global streaming company failed and that offers pointers for the futureChampagne corks were flying last Thursday after Uefa secured average annual increases of more than 20% in the value of its Champions League rights across its five biggest European markets, largely by luring the American entertainment company Paramount into the auction for the first time.Paramount secured the UK rights by outbidding Uefa’s incumbent partner, TNT Sports, triumphed in G