Even if the magic of football is far superior to the cold ice hockey in terms of audience popularity, it is good that UPC and Swisscom are making their sports packages available to everyone . Swiss sports fans will benefit from this, even if the prices are not yet known. The losers could be the sellers of the sports rights, because the competition between the two companies led to prices that were undoubtedly too high for the small market.
UPC is still for sale after the Sunrise greece rcs data debacle. In this sense, the managers of the company, which belongs to the American giant Liberty Global, have created a good starting position for themselves. If a buyer does not want the Mysports specialty channel, everything would quickly be placed with the strong Swisscom. Synergies would come into play, especially in terms of studio technology and the entire editorial structure.
Rights, no matter how expensive they are, expire and have to be renegotiated. It is obvious that Swisscom and UPC will often forego a bidding war in the future. And that can lead to subscription prices that are not limitless.