BT Sport will stream the UEFA Champions League final between Real Madrid and Liverpool on YouTube on May 26 for the third straight season.
Although the UK-based network is a subscription service, it will be making this event available to all soccer fans living in the UK. Subscribers will also be able to access 360-degree highlights via BT Sport’s app.
The match will be shown in 4K UHD quality on YouTube and through the company’s enhanced video player on BTSport.com and in the app, in addition to its standard linear channel. Last year’s final was also shown in virtual reality.
SportsPro Media reported that 6.5 million UK-based viewers watched the 2017 Champions League final on BT Sport, with roughly a third (2.1 million) of that total streaming digitally. Pete Oliver, managing director for marketing and sales at BT Consumer, said in a statement that overall Champions League viewing numbers are up 47 percent this season.
BT Sport also streamed the final of the Europa League—the second-tier European club championship—for free on YouTube on Wednesday, with Atletico Madrid defeating Marseille 3-0.
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SportTechie Takeaway
In non-World Cup years, the Champions League Final is the most anticipated soccer match of the year. The game pulls in an estimated global audience of 350 million fans annually. Making this event free on YouTube—as well as by offering pay subscribers an introductory three months free—BT Sport is hoping to entice fans to sign up.
This move also shows the company’s understanding of how important streaming is in modern sports broadcasting. ESPN reportedly just renewed its Champions League rights in Latin America, which will include matches on ESPN+. Turner Sports is counting on the competition to help anchor its new Bleacher Report Live streaming service.
And, of course, with sale of the English Premier League’s digital rights postponed until this summer, the Champions League Final will be an opportunity for BT Sports to gauge fan interest ahead of a potential bid.