It’s not just about Rangers and Celtic – SPFL chief Doncaster defends Sky deal

Neil Doncaster has vigorously defended Scottish football’s £150 million deal with Sky Sports – due to start next season, writes Stephen Halliday.

SPFL Chief Executive Neil Doncaster defended Scottish football's new Sky TV deal. Picture: Craig Foy/SNS

When the exclusive five-year agreement was announced, some supporters and armchair fans expressed their disapproval at the loss of widely-praised coverage from BT Sport who shared the previous £21 million-a-year contract.

But Doncaster, who helped negotiate the new deal, has dismissed suggestions the domestic game will not be properly promoted or presented by Sky.

“I’d urge people to keep an open mind about what it looks like,” Doncaster told the Price of Football podcast. “Sky have said they will be very much focusing on us and working with us to promote the Scottish game hand in hand, as a good partner should.

“I believe them when they say that and I think we will see the Scottish game given the profile and coverage it deserves next season by Sky Sports.

“We went through what was effectively an auction process. BT Sport and others had the option to bid up and outbid Sky Sports – but Sky Sports won the rights.”

The four Old Firm fixtures in a Premiership campaign remain the jewel in the crown in terms of audience figures for Sky who will provide live coverage of 48 games from the top flight each season.

While Doncaster is keen to champion the cause of all Scottish clubs, he admits that Celtic and Rangers remain the biggest assets in the SPFL’s portfolio.

“They generate a huge amount of the game’s GDP, without any doubt,” he said. “They are global giants, in terms of the brands. The Old Firm derbies are arguably as big as any game in the world.

“So, certainly, they are important and big – but so are a number of other clubs. Aberdeen, Hearts and Hibs are the next biggest three, if you like, by GDP. But other clubs have taken part in European football over the years.

“Scottish football is more than just two clubs. But, without a doubt, those two clubs are powerhouses within the Scottish game.”