Eurosport and BT Sport will be merged under a single brand in the future.
Warner Bros. Discovery will soon launch a massive sports programming platform in the United Kingdom and Ireland. The merged WarnerMedia and Discovery company already owns the Eurosport network, and it is now a wholly owned subsidiary of BT Sport. This collaboration will bring together Eurosport and BT’s sports programming, including UEFA leagues, the Premier League, Premiership Rugby, UFC, the Olympic Games, tennis Grand Slams such as the Australian Open and Roland-Garros, and cycling tours such as the Tour de France.
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Sports streaming service DAZN was on the cusp of acquiring BT Sport for $800 million back in February, but BT Group ultimately decided on going on a 50:50 joint venture with Warner Bros. Discovery. Initially, Eurosport and BT Sport will retain separate brands, but they will be brought together under a single brand in the future. The BT Group will receive £93 million ($113.3 million) within three years following the transaction completion and up to £540 million ($658 million) of additional payment based on how the business performs during the earn-out period.
While the joint sports venture is set to become a massive competition for Sky Sports, it will enter a new agreement with Sky for the distribution of their combined sports programming beyond 2030. BT TV and BT Sport subscribers will also also get access to the discovery+ streaming service, which serves as home to Eurosport’s live and on-demand videos in the UK and Ireland.
