Maktoob Business reports that Abu Dhabi Media Co. has won the rights to broadcast the English Premier League for three-years from 2010, which means that Showtime Arabia has lost these rights as of next season.

The Premiership has been a central part of Showtime's strategy to drive subscriber numbers since it won the contract from rival broadcaster ART.

Edward Borgerding, the chief executive of ADMC, said the deal was a "defining moment for Abu Dhabi and our media company as we establish a partnership with the world’s most exciting football league”.

No details have been released as to how much ADMC has paid for the three year deal, but it was rumoured to have taken in excess of $120 million for Showtime to prize the rights away from ART.

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