I guess Sky thought they had to 'Go big or go home' at this auction. The share price had dropped about 50p by the end of the day on announcement (903p) and has recovered pretty well today (933p).
God only knows what these auctions will be like in a few years, The prices paid are insane. Hopefully we won't get to a point where Ofcom has to step in to protect consumers from rising subscription costs,
I can't help but think the Premier League should be forced to feed more money down into the lower leagues as well or justify the amounts raised in some way. I would be nigh on impossible for a startup to enter the market without huge backing from the likes of say; Vodafone or Liberty Global these days.
Hopefully this won't effect Sky's commitment to original programming that they started making more noise about after the Champions league rights went in BT's favor previously. .