Richard Scudamore, chief executive of the Barclays Premier League, knows he is in a privileged position. When it comes to selling a British company abroad, he has a head-start on most other businesses. After all, he has no need to explain what he is selling.
“I go in and talk about something people recognise,” he says. “I don’t have to tell people who I am or where I am from. It’s a bit like being the Queen or the BBC.”
Not many institutions can boast such instant recognition, but the Premier League has that advantage and more. The rights have been sold in 212 territories and there are none left to conquer.
“I’ve never had a problem doing business,” Scudamore says. “We can go anywhere,