If Sky made such a decent profit, why the hell didn't they put in a bigger bid for the EPL? Was all good the season before they lost it.
Rumour at the time was they didn't want it anymore so deliberately put in a bid they knew would be too low so they could then say "we got outbid, there was nothing we could do." When they saw the backlash, share price falling and people cancelling subscriptions they scrambled to do those last minute deals direct with the big clubs for delayed games. I'd expect them put in a pretty serious bid when it comes up for renewal again after next season.