Broadcasting rights to live sports are likely to continue to get more expensive as competition for them increases, according to an analyst.

Glenn Hower, research analyst at consulting firm Parks Associates, said there may be a point where the bubble bursts, but that point will not come “any time soon”.

Mr Hower’s comments come after Ofcom opened an investigation into Virgin Media's complaints about how the Premier League sells live UK audio-visual media rights.

Virgin argued that it is unfair that the percentage of matches made available for live TV broadcast under the current rights deals – 41% – is lower than some European leagues, and the UK football fans are paying too much to view matches.

From the article "Price of TV sports rights set to rise again" by Ellen Branagh.

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