England’s World Cup qualifier on Saturday against Ukraine is set to be an internet only broadcast. Neither terrestrial or satellite broadcasters were prepared to pay the asking price to air the World Cup qualifier, albeit with England safely through to South Africa 2010.
Customers who subscribe before Wednesday can order the game for £4.99 but from there on fans will have to fork out up to £11.99 to watch the national team.
It’s a big let down to Sky Sports subscribers and anyone who pays their license fee. With the recent success of the England team under Fabio Capello, interest is as high as ever yet neither of the traditional broadcasters were prepared to cater for the millions who keep them in business.
The blow will be felt no more so than pubs up and down the country. It’s the traditional gathering spot for fans who aren’t lucky enough to go to the game themselves, so the next best thing is usually in the pub where the atmosphere can be just as electric.
So is this the future of our consumption of sport? It seems to suggest so. The internet has already overtaken television as the biggest advertising sector in the UK. With more money being pumped into the online platform there is no question that the computer is the new television.
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