BT Sport have shocked both BSkyB and ITV Sport tonight after they announced a deal to show all European Football matches from 2015.
"I am thrilled that BT Sport will be the only place where fans can enjoy all the live action from the Champions League and Europa League," said BT chief executive Gavin Patterson.
The three-year-deal, which will take them up to 2018, was worth £897 million pounds, although what does this mean for the likes of giants Sky and ITV, who both previously shared the deal.
ITV have been a free-to-air broadcaster of live European football since 1992, although were not able to afford that of their rivals BT.
As for BSkyB, who have dominated football listings since around 1998, they should be very disappointed after copping out in the first round of bidding.
BSkyB said that they could not afford to be shelling out £300 million per year, although many will be thoroughly upset with the company with football fans left without the chance to watch their beloved Premier League giant.
BSkyB however say that there is nothing to worry about, with the giants pointing out that only 3% of viewings on their channel, with the Premier League a total of 18%.
Many would say it is a good thing that BSkyB have some competition, however it is not good for many football fans who now have to pay a lot more for their football.
There is something for football fans however, as part of BT's deal it has stated it will show at least one match involving each participating British team for free every season which is some consolation for disgruntled fans.
BSkyB go on to say about their future plans, with the expensive giants planning to move onto drama rather than sport, offering more threat to ITV. Although there is worries that by doing this they may become too "broad".
BSkyB have never lost an auction yet, especially not as important as this one anyway. The 100% record has indefinitely disappeared and the problem for the company now is how they are perceived by both customer and investor alike.
BSkyB certainly has lost the battle, although BT Sport are far from winning the war. There is more to come from this battle.
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