BT and BSkyB have agreed to share the broadcast rights for the European Rugby Champions Cup and the European Rugby Challenge Cup competitions. These events start in the 2014/15 season and replace the Heineken Cup and the Amlin Cup.
Under the agreement, which covers the first four years of these new competitions, BT and BSkyB will share the matches equally. Pool matches will be split 50:50, both broadcasters will show two quarter finals, one semi-final and the final would be broadcast by both.
This agreement is a pragmatic solution to the wrangle over European Rugby broadcast rights which had followed from the decision to restructure the competitions. Extrapolating the agreement to other sports, particularly Premiership football, is probably a step too far at this time given that European Rugby was something of a special situation.