Previously UEFA had sold the rights to the tournament through the European Broadcasting Union (EBU), but for 2008 they worked through the sales agency Sportfive, with which UEFA expected it can increase by more than 600 million the revenue that it can generate.
[1] UEFA hoped to secure 600 million euros from the television rights but initially was reported to be struggling to raise the amount they wanted.
[2] In the end, UEFA secured 410 million euros from four of the five biggest markets, Germany, United Kingdom, France, and Italy.
Only in the United Kingdom and Belgium were pay television unable to bid for any of the live broadcasting rights.
[5] UEFA is bringing a legal case with the European Union as it saw this as infringing their property rights and distorted competition.