When I heard that BT Sport had secured the rights to air both the Champions' and Europa League from 2015, I couldn't help but think this is a bad move.
The company paid out a staggering £897 Million to beat out Sky Sports and ITV for the fixtures.
Sky has stated that BT paid over the odds for the rights and I agree. It is too much.
A recent article in The Guardian noted how this means that BT are paying £81 a year per customer for its football rights.
The approach BT has made since announcing they were launch a sports channel has been quite the story so far. I am waiting for them to hit the wall like Setanta and ESPN did before them because this spending will have to end eventually.
In the meantime, current BT customers will end up having to foot part of the bill as prices are set to increase early next year.