The Football Association have taken the first step towards
filling the void left by the collapse of Setanta by selling the
rights for the Community Shield to Sky Sports for the next three
seasons.
The next three women's FA Cup finals will also be on Sky, and
the deal marks a return by the FA to the Murdoch-owned broadcaster
after a year with Setanta - which went into administration last
month.
With less than a fortnight until the Community Shield is played
between Manchester United and Chelsea, the deal gives the FA some
breathing space before they need to sell the rights to FA Cup
matches from November. The FA are not releasing the value of the
new contract, however.
FA chief executive Ian Watmore said: "I am delighted we have
agreed a three-year deal with Sky for live and exclusive coverage
of the FA Community Shield.
"Chelsea against Manchester United promises to be a great opener
to the 2009/10 football season. I am also pleased to confirm that
Sky will broadcast full live coverage of the FA Women's Cup final
as part of our deal. The fixture is the showpiece of the women's
domestic season."
The FA were one year into a four-year deal with Setanta worth
£150million for FA Cup and England games. The rights to the Premier
League matches previously held by Setanta have been obtained by
Disney-owned broadcaster ESPN.
Sky Sports managing director Barney Francis said: "The FA
Community Shield is the traditional curtain-raiser to the new
football season. and this year's contest is sure to be a
mouth-watering encounter. We're also delighted to add the women's
FA Cup final to our month of finals next May."