"premier league teams involved in these competitions, e.g. BT Sport currently shows around 50 livematches involving Premier League clubs, and expect this to more than double to around 115from the 2015/2016 season onward when all competitions featuring Premier League clubs aretaken into account (BT. 2015), Sky's marketing approach to the key content is to state that thesuccessful outcome to the Premier League tender process reinforces Sky's position as the No.1choice for sports fans, Sky Sports will bring customers three times as many five matches as anyother broadcaster, including the best match picks and most watched slots in the schedule (Sky2015), Sky currently show 116 live premier league games (Sky, 2015), this claim of competitivestrength can be made by Sky as BT currently have the rights to 38 live premier league gamesrising to 42 from 2016 (Ofcom, 2015), BT's strategy is to counter this by claiming to show115 live games involving premier league clubs.2) Legal and Regulatory challenges - In their 2015 Annual Report BT confirm Sky's marketleading position by writing that for many years Sky has had exclusivity over much of theUK's premium content. They go on to say that BT are challenging this by pursuingcommercial, legal and regulatory avenues to obtain access to Sky's Sports channels on a fairbasis, for the purpose of increasing competition and consumer choice (BT, 2015). BT havesuccessful[y brought action on Sky by lobbying the regulator from to investigate Sky'sattempt to block BT access to its Spots Channels, this resulted in Gloom implementing a0,90 in 2010 but further to a review in 2014, have removed the obl igation (Ofcom, 2015 ReferencesWorld Intellectual Property Organisation (WIP0), 2015, Current Market and Technology Trendsin the Broadcasting sectorGavris, A, and McLeod, A, 2014, Global Economic Environment and MarketingSky Sports, 2015. www.skysports.corn accessed December 2015Office for Budget Responsibility, 2015, Economic and Fiscal Outlook\\Nilson, R and Gilligan, C, 2005, Strategic Marketing Management I Planning,Implementation and ControlOfconn, 2015, Review of the Pay TV Wholesale Must-Offer ObligationMarketing Magazine, How Sky Sports used personalised storytelling to show of itsPremier League heritage, 2015, httplimmi.marketingmagazine.co.uk accessedDecember 2015Marketing Week, Sky's retention strategy drives revenue uplift. 2012.www.marketingweek.com accessed December 2015Chartered institute of Marketing (CIM), 2007, Tomorrows WorldSky Plc, 2015, littps:Ilcorporate.sky.com accessed December 2015BT, 2015. www.bt.comitv accessed December 2015Ofcom, 2015, Changing in Viewing HabitsThe Conservative party, 2015, The Conservative party ManifestoThe Telegraph, 2015, Latest Interest Rate Rise Predictions: First Rise In April 2017,vAvw,telegraph,co,uk accessed December 2015 Office for national Statistics (ONS), 2015, Regional GDH I analysis and interactive tools,woryv,ons.dov.uk accessed December 2015HM Government, 2015, Corporation Tax Rates. www. g o v. uk accessed December 2015The Guardian, 2015, Sky shrugs off BT football fears but City warns over spiralling TVrights costs, vAvw.thegua.rdian.com accessed December 2015BBC, 2015, Sustainability in broadcast and digital media, vvvyw.bbc.couk. accessed December2015Hooley, G, Saunders, J, and Piercy, 11. 2004, Marketing Strategy and Competitive Positioning, ThirdEditionBroadband Choices, 2015, Number of UK pay TV subscribers grows to 17.4 millionvvww,broadbandchoices. CO k accessed December 2015The Financial Times, 2015, BT scores strong growth in television business wym,ft.com accessedDecember 2015Switch, 2015, BT Sport vs Sky Sports, www,switch,com accessed December 2015BBC, 2013, BT Sport signs up half a million in Sky battle, vvww.bc.co,uk accessedDecember 2015Sky, 2015, Annual Report 2015BT, 2015, Annual Report and Form 20-F 2015 "