Doncaster deserves praise for seeking to maximise SPFL’s next TV deal … but can we trust him to negotiate it?

Calum Crowe writes that SPFL chief executive Neil Doncaster deserves credit for opening broadcasting rights to competitive tender from the 2029-30 season onwards, rather than repeating past renewals with Sky Sports without a formal bidding process. However, Crowe questions whether Doncaster possesses the negotiating ability to maximize value for Scottish clubs without alienating supporters.

Crowe argues that bringing in multiple competing broadcasters risks forcing fans to purchase several expensive subscriptions during a cost-of-living crisis. While acknowledging that higher revenues are vital for Scottish football, Crowe warns the SPFL could create a bigger problem if financial growth comes entirely at the expense of match-going and viewing supporters.