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Google will be using the Europa League and Champions League finals as markers for joining the multi-billion-pound battle for Premier League TV rights at the next tender.
The digital media giant's subsidiary YouTube is showing Liverpool v Sevilla in the Europa League final live on Wednesday night.
And the Champions League final between the two Madrid clubs next week is also on YouTube because £900million subscription rights holder BT Sport have promised UEFA they will maximise the audience for showcase games.
So far Google have shown no appetite for owning sports content, despite having the resources to challenge Sky and BT Sport for the big football rights.
But they are showing more football on their YouTube platform and big viewing figures for the two finals could see a change of strategy.
Google could challenge BT and Sky for Premier League TV rights if Champions League final is a hit on YouTube | Daily Mail Online
The digital media giant's subsidiary YouTube is showing Liverpool v Sevilla in the Europa League final live on Wednesday night.
And the Champions League final between the two Madrid clubs next week is also on YouTube because £900million subscription rights holder BT Sport have promised UEFA they will maximise the audience for showcase games.
So far Google have shown no appetite for owning sports content, despite having the resources to challenge Sky and BT Sport for the big football rights.
But they are showing more football on their YouTube platform and big viewing figures for the two finals could see a change of strategy.
Google could challenge BT and Sky for Premier League TV rights if Champions League final is a hit on YouTube | Daily Mail Online
