Executive Summary
Imagine entering the pay TV sports market by spending £897 million to exclusively own the rights to broadcast the UEFA Champions League – Europe's elite club football competition.
Imagine doing that to compete against one of the most established sports pay television providers in Britain, Sky Sports – also home to the biggest advertising budget in the UK.
Then, in May 2016, imagine giving away the final, the most watched, most prized moment of the £897 million tournament to the world, for free, on YouTube.
That's what BT Sport did.
This paper explains the strategy that made this...