I think that this happened as a culmination of several moves of Telekom Srbija, including this one:
After that, SBB was slowly losing customers, so they probably decided to sell the company while it is still worth something.
According to information published by the Beta agency, Telekom Srbija has concluded a contract to purchase television rights to broadcast English Premier League matches starting from the 2022/23 season for the next six years for as much as 100 million euros per year (600 million in total). Beta also reported that Telekom paid 200 million euros in advance instead of providing a bank guarantee, which is common in such transactions.
The aforementioned amount of 600 million euros for six years caused public disbelief. Some noted that Telekom could use that money to buy a Premier League club (the seventh most valuable club in the Premier League, Everton, is estimated at around 525 million dollars) and then generate income from television rights. In any case, if the amount is correct, there is room for disbelief because in the previous three-year period (from 2019 to 2022) Sport Klub, as part of the United Group, paid almost 10 times less for the rights to broadcast Premier League matches, for the same markets that Telekom will now serve. However, Arena Sport, as part of Telekom, will broadcast all 380 matches per year, which is slightly more than the number of broadcasts so far, and the rights were purchased for the region of the former Yugoslavia. This means that the rights cost around 260,000 euros per match, for broadcast in six countries. For comparison, according to unofficial data, the rights for the Czech Republic and Slovakia were paid eight million euros per year.
– It is impossible for this new price to be profitable, of course, because countries with much more inhabitants and users who, I remind you, pay a much higher subscription price, paid several times less for the rights to the Premier League than Telekom. Germany, Austria and Switzerland together paid 25 million euros per year. France alone, which is the most expensive by territory, paid 40 million euros. Any layman could calculate that the 100 million euros that Arena Sport gave cannot be from a commercial interest. I think that Telekom will have something to explain as a state-owned company why they paid an unimaginably high price for football league broadcasts, especially since there cannot be any relevant economic calculation or any commercial basis for the offer of 600 million euros.
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Zašto je Telekom odlučio da za 600 miliona evra otkupi pravo prenosa Premijer lige?
U ratu za korisnike ne štedi se municija, posebno ako iza vas stoji država.www.danas.rs
After that, SBB was slowly losing customers, so they probably decided to sell the company while it is still worth something.