why do you think sky, foxtel etc pay so much for the tv rites just to be good for the game and give us money ! no because they know a sh1t load of advertisers will pay what ever price they put on there advertising packages to be on when the prem league games are played our game is an immense source of exposure for companies we underestimate the pulling power of the prem league for advertisers they love it to death because it gives them what they want!
Sky represents/has access to every club in the prem though, plus the biggest sports stars and events in the world. If an advertiser doesn't want to pay Sky's rates they are screwed. If an advertiser doesn't want to pay LFC's rates there are plenty of other clubs/sports available that offer more 'bang for their buck'. Either way, they would still be on Sky even if they chose to affiliate themselves with Stoke instead. We aren't 'relevant' enough these days to dictate in the manner that you are suggesting.
