StreamTime Sports Paramount wins Champions League rights: What it means for Europe’s sports media landscape
Dec 5, 2025
In a candid conversation, Paul Boustead, Vice-President of Product Strategy at Dolby, shares insights on Dolby Vision and its role in enhancing sports broadcasting. He discusses innovations like OptiView, aimed at personalized storytelling and ad monetization. The challenges of incorporating personalized ads in live sports are explored, along with creative ad formats that engage viewers. Paul emphasizes Dolby's mission to make sports experiences more personalized and monetizable, ultimately transforming how fans engage with their favorite sports.
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Paramount's Surprise Market Entry
- Paramount's unexpected bid shocked the market and shifted the UK rights landscape overnight.
- The deal shows non-traditional players can rapidly upend entrenched rights holders.
Paramount's UK Position And Channel 5 Play
- Paramount Plus currently bundles with Sky in the UK and isn't yet a mainstream standalone streamer.
- Steve McCaskill expects a few Champions League games, possibly the final, to appear free on Channel 5 as a promotional play.
Format Change Boosted Rights Value
- The Champions League format changes and increased regular fixtures raised its perceived value for broadcasters.
- More frequent matches and higher-profile pairings turned the competition into a premium, repeatable product.