Denton Wilde Sapte picked up more work from longstanding client FA Premier League in this latest rights deal. Following on the heels of audiovisual deals concluded last year, FA Premier League has entered into pay-per-view (PPV) rights deals with BSkyB, Telewest, NTL and ITVdigital in respect of the Premiership competition, for an undisclosed figure. In an unusual twist to the standard PPV arrangements for individual events, this is the first time in the UK that the rights to an entire sporting competition have been sold on an ongoing basis. The deal created some difficulties because it involved simultaneous negotiations with four companies operating different platforms. Additional complexities arose regarding the relationship between this and previous rights deals. But for those worried about whether the local pub can afford PPV for an entire Premiership season, only 40 of the 380 matches can be selected for PPV.