Why Sky shouldn’t be the limit for Scottish football

WHY SKY SHOULDN’T BE THE LIMIT FOR SCOTTISH FOOTBALL…

For many years, Scottish football has sold itself short and subserviently accepted its place as the poor relation to the English Premier League to the extent it has become a mere afterthought in the eyes of its broadcaster, Sky Sports.

Since Sky Sports acquired the exclusive rights to the Scottish Professional Football League (SPFL) in 2020, the game has suffered through a lack of finances, reduced live coverage (e.g. all Celtic and Rangers away games are no longer televised), and a poor presentation of its on screen product.

With the existing deal with the Sky Sports set to expire in 2025, there is an opportunity to put the rights up for tender and negotiate a much better TV package that will best serve the Scottish game.

Light at the end of the tunnel (or so we thought!)

Unfortunately, SPFL Chief Executive – Neil Doncaster has once again demonstrated his ineptitude at the negotiating table as he is pressing clubs to accept an extended deal with Sky Sports until 2029.

Under this new deal, clubs would receive even less money than under the current sub-standard package (with a marginal annual increase). Sky Sports would also pay less for individual games. The maximum number of games shown would increase from 48 to 60 but they would only be obliged to screen 42. Bear in mind they only showed 41 of their available quota last season. Furthermore, it would include an additional 10 game pay per view package that excludes Saturday games kicking off between 2.15pm and 5.15pm.

For the new deal to be ratified, an 11-1 majority of Premiership clubs would need to vote in its favour. With three years left on the existing deal, there is no need to panic. Allow time for other broadcasters like BT Sports, Premier Sports and Viaplay to join the bidding process. Assess all available options and be assertive at the negotiating table.

Any new deal should achieve 3 objectives:

• Increased Finances
• More Televised Games
• Improved Coverage and Presentation

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1.Increased Finances

Whilst it is unrealistic to expect Scottish football to sell its TV rights to anything like the English Premier League’s £1.65bn deal, it should be able to rival those in similar sized countries.

Under the current deal, the SPFL receives £30m from Sky Sports. This is under a third received by the Belgian Jupiler Pro League (£93.2m), below half of the Norwegian Eliteserien (£61.7m) and less than both the Swedish Allsvenskan (£48m) and Danish Superliga (£46m). The proposed new deal would see Scotland fall from sixteenth to nineteenth place in European TV deal rankings.

Both the existing and proposed TV deals massively undersell Scottish football considering its relative population to the above-mentioned countries and global fan base of its two biggest clubs. Furthermore, the Scottish Premiership is the highest attended top flight per capita in Europe, therefore is befitting of a much better deal than the one proposed.

2. More Televised Games

As discussed, Sky Sports only televised 41 of their available 48 SPFL games last season. Despite their quota increasing to 60 under the proposed new package, they would probably only show one or two more. Big games would continue to be overlooked in favour of English football.

Last season for example, they opted to show a midweek EFL Cup tie between Preston and Liverpool ahead of Hibs v Celtic. Games involving Celtic or Rangers at Easter Road, Tynecastle, Pittodrie and Tannadice are among the biggest on the Scottish football calendar therefore should be prioritised.

If a much better deal was negotiated with one or multiple broadcasters (e.g. 65 games minimum a season) the following could be shown:

2.1 EVERY Celtic and Rangers away game

Last season, a number of Celtic games were omitted from being shown, including trips to Motherwell, Livingston, Aberdeen and Hibs. This trend continued with their recent trip to Ross County.

Celtic and Rangers are by far the biggest supported clubs in Scotland. Given the increased attendances they bring to every ground, as well as the thousands of people that tune it to their matches, all of their away fixtures should be covered.

Furthermore, it is not fair to fans that pay their subscription packages to a broadcaster that is unable/unwilling to show games they had been accustomed to receiving. This is not value for money when many households are struggling with the rising cost of living.

2.2 Televise more than one game over a weekend

The limited number of televised fixtures under the current deal all but prohibits more than one SPFL game being shown over a weekend.

This would allow Point 2.1 (EVERY Celtic and Rangers away game) to be realised, as they could still be televised when there is another big match over the same weekend. For example, Ross County v Celtic was not televised due to the Edinburgh derby being shown the next day.

Sky Sports were right to show the Edinburgh derby. It is a huge game that deserves to be showcased. So too does the Dundee and Highland derbies when their teams are in the top flight. However, they should be shown in addition to rather than instead of a Celtic or Rangers away game that attract the most viewers.

Throughout the season a selection of games involving other clubs should also be televised such as:

Aberdeen v Dundee United (the “New Firm” derby)
Hibs/Hearts v Aberdeen
Dundee United v Hearts/Hibs
Top six deciders
Post split relegation battles
Play-off games for each division.

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2.3 More Celtic and Rangers home games

It is understandable why more Celtic and Rangers away games are shown due to them being able to attract more viewers, as more fans attend home games. However, their home fixtures against the next biggest clubs: Aberdeen, Hearts, Hibs and Dundee United are also highly appealing.

Unless it is an opening ‘flag day’ curtain raiser, title decider or trophy presentation fixture, home games throughout the season (apart from the derby) are rarely televised.

Doing so would still attract a large TV audience without detracting from attendances at Celtic Park or Ibrox. Less people would to turn to illegal streaming, as these games would also be covered as part of their subscription package.

2.4 Two midweek Glasgow derbies a season

On 2nd February 2022, Celtic Park was absolutely rocking on a cold, wet Wednesday evening in an emphatic 3-0 victory against Rangers in what proved to be a pivotal turning point in the season.

There is something special about playing a big game under the lights. Unfortunately, night games between Celtic and Rangers do not generally happen and only occurred on this occasion because it was postponed in January due a unique set of circumstances (i.e. Covid restrictions).

Fans of both clubs would welcome two of the four derbies be played midweek (one at either ground). Whether the authorities would allow this is another matter, but it would be awesome if it did!

An evening game at each ground with a return to large away fan allocations would be epic and despite any potential problems, would be enthralling for fans watching at the ground or on TV. This would enhance its appeal to a wider audience thus attracting more interest in the game.

This could also be extended to Edinburgh and Dundee (at a later date) derbies.

2.5 Saturday 3pm Games

Current rules prohibit games from being televised on a Saturday between 2.45pm and 5.15pm. However, if the SPFL has the power to overturn this, it should. This is the only available time slot when there is no competition from televised English matches.

It is feared that showing a 3pm game would affect attendances at grounds. However, it would have very little impact at Fir Park if Motherwell were playing either of the Glasgow giants. Neither would it affect attendances at Parkhead or Ibrox when the opposition is Aberdeen, Hibs or Hearts. Glasgow and Edinburgh derbies could also be played in their traditional time slots.

If Sky Sports obtained the rights they could display Soccer Saturday’s live scores along the bottom/right of the screen whilst simultaneously showing a game (with a full screen option). This would maximise viewers as a lot of neutrals from England and elsewhere that are unable to watch a live EPL game would tune in.

Away fans would also benefit from a 3pm start as opposed to a lunchtime kick off that involves a four-hour trip.

3: Improved Coverage and Presentation

Until the latest TV deal began in 2020, Sky Sports and BT Sport shared the rights to screen SPFL matches.

The level of coverage and presentation between them was night and day. Many fans had hoped that BT Sport would acquire the exclusive rights to the SPFL, but unfortunately the opposite happened as it is now solely in the hands of Sky.

Sky Sports have made it abundantly clear that they do not care about Scottish football and continue to treat it as the poor relation to its English counterpart. BT Sport on the other hand gave it the time of day through its promotion, coverage, analysis and presentation.

Whichever company/companies acquire the SPFL rights in the future; here are some suggestions as to how it could be improved:

3.1 A better use of pundits and commentators

One of the biggest criticisms of Sky Sports is their nonsensical use of sub-standard pundits and commentators like Kris Boyd and Andy Walker.

It is baffling that certain pundits are continually used when they did not represent either of the clubs involved on match day (e.g. Boyd being used for Livingston v Celtic). Celtic fans view Boyd as a terrible pundit that sees the world through blue tinted spectacles! He has no business being on the panel for any of their games that are not against his formers clubs, Kilmarnock and Rangers.

Rangers fans equally felt the same way towards Chris Sutton when BT Sport hosted their games against the likes of St Mirren and Ross County. In the interest of fairness, he should not have been on any of their games other than Celtic.

Whatever game is being shown, it is important to achieve the right balance on the panel. This should consist of a host plus two/four pundits that represented either club involved.

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3.2. More content relating to Scottish football

This is something that BT Sport did really well (e.g. Scottish Football Extra) when they co-held the rights and something that Sky Sports should look to improve upon.

It is important that Scottish football is given sufficient time, promotion and analysis on non-match days so that it is treated as being important.

3.3. More camera angles

This is something that is lacking for televised Scottish games. A limited use of camera angles can make it difficult to assess things like marginal offside decisions. Perhaps this will improve when VAR comes into effect later in the season, but in terms of production and analysis it is an area that needs to be developed.

Focus on appealing to a wider audience

Before it can achieve its three objectives (increased finances, more televised games and improved presentation/coverage), the SPFL should ensure the product they are selling (especially to a wider audience) is all that it can be. Here are some suggestions:

Prohibit Plastic Pitches

Over the past few years, Livingston, Kilmarnock and Hamilton (when they were in the top flight) have all had plastic home pitches.

Scotland is a relatively small country, therefore should take every possible step to maximising its on field product in order to appeal to non-Scottish viewers. Unfortunately, plastic pitches impede match quality. Whilst supporters of clubs playing will tune in regardless, they do not promote the game well to neutrals.

Clubs should be prohibited from using them in the top flight from 2025/26 onwards (allowing sufficient time to revert back to grass pitches).

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Take measures to increase attendances

As a viewing spectacle, it is better to see full capacity stadia on TV.

The SPFL should enforce measures that prevent clubs from overcharging for both home and away tickets (i.e. introduce an affordable maximum price cap) to ensure more fans attend games.

In addition, rules should prevent clubs from limiting away fans as opposed to having near empty stands when there is a low uptake amongst home supporters.

For example, Kilmarnock used to give Celtic and Rangers two stands at Rugby Park but have now reduced them to one. If smaller clubs can fill three stands then fair enough, but if not increase the allocation for away fans. Sell out when possible.

Poor attendances make Scottish football look small fry! This does not help the case for negotiating improved TV rights with major broadcasting companies.

Ensure a return to more away fans in the Glasgow derby

In 2018, Rangers drastically reduced Celtic’s allocation at Ibrox from 8,000 to 800 fans. Celtic reciprocated this for Rangers’ visits to Celtic Park.

An overwhelming home support in either fixture has resulted in a more partisan crowd at both grounds. Some prefer this. However, it has undermined the one thing that made this fixture so special as both an attended game and a viewing spectacle on television: the ‘class of cultures’ that epitomises tribalism manifested through sport!

The Glasgow or “Old Firm” derby (depending on how you look at it) is one of the most passionate, volatile and renowned fixtures in world football. It is without doubt Scottish football’s unique selling point, as it has a far wider appeal to fans outside of Scotland.

For Scottish football to get the best TV deal possible, returning to large away allocations for its most high profile fixture is essential. If need be, the SPFL should introduce rules that prohibit clubs from severely limiting away support when there is such a high demand for tickets.

Conclusion

Both the current deal and proposed extended one drastically undersell Scottish football. Accepting another sub-standard TV package without putting the rights up for tender would represent gross negligence by the SPFL and Premiership clubs should they vote in its favour.

Although Scottish football cannot compete with its English counterpart in terms of finance and global exposure, it should be able to with similar sized countries like Norway, Sweden and Denmark.

All necessary measures should be taken to ensure that the ‘product’ appeals to fans not just in Scotland, but also to a wider UK and global audience. This will enable it to go into negotiations with broadcasting companies with greater strength, clarity and purpose. It is time to stop accepting the scraps from Sky Sports’ Anglo-centric table and demand more!

As a governing body, the SPFL has a duty to maximise Scottish football’s potential. In an age where TV money is king, ensuring the best possible deal is vital to the long-term stability and success of the national game.

Mark Nicholas