BSkyB has secured the rights to show the majority of English soccer's live Premier League matches from 2010.
The three-year deal is worth Stg 1.78 billion ($US2.61 billion) - 5% more than last time.
The pay-TV company, which has more than 9 million customers, will pay Stg 1.62 billion.
BSkyB will show 115 matches. The current contract is for 92. Also included are the top-tier matches on Sunday afternoons between the top clubs. Irish-based Setanta will show the remaining 23 matches.
Setanta also has the rights for English international and FA Cup soccer matches, Scottish soccer, golf and boxing.
It currently holds the rights to show 46 matches up until 2010, and is losing 23 to Sky.
Live TV rights are the largest contribution to revenues for UK football clubs.
The first Premier League television deal in 1992 was worth Stg 191 million pounds over five years for 60 matches.