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Liverpool Negotiating There Own TV Rights

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I may have missed something here, but how can Liverpool or any other team negotiate their own TV rights when a football match is played between two teams. Surely such an agreement would have to have agreement from every team they play?


Or is the point that the big teams will organise it so they will share the profits from the big games and that the smaller clubs either accept there terms, or they get no money from such televised games?

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I suspect it's because it's not image rights being sold, but the right to film at a particular ground. Of course, if Liverpool are trying to sell their away games too I'm barking right up the wrong tree!


(And in which case I'd also be interested in how it works!)

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