Traditional pay-TV operators across Europe compete fiercely for exclusivity of premium sports broadcasting rights. In a context of maturing fixed broadband markets, an increasing share of bundled offers and the roll out of super-fast broadband networks, also telecom operators are looking at these rights. Content is gaining weight in the consumer buying decision for bundles and operators cannot ignore this in order to maximize the share of connected households of new built super-fast broadband networks. However, the acquisition of sport broadcasting rights has become very expensive, resulting in squeezed margins and in potential arbitrage versus network investments. Is the acquisition of sport broadcasting rights a sound long-term strategy for telecom operators?