Premier League champions Manchester City will be able to better compete against European clubs following a new broadcast rights deal, claims Richard Scudamore.
The television rights for 2013/14 to 2015/16 was shared between Sky and BT for £3.018billion – an increase of £1.245billion.
And the league’s chief executive Mr Scudamore said that England’s top clubs – including Manchester United and rivals City – will benefit from selling their own rights.
"This will take our clubs up a notch closer to those clubs who benefit from the individual selling model, say in Spain," Scudamore said.
"I hope this will keep our league as competitive as it can be, under a collective selling model, with the other leagues."
The surprising agreement destroyed any idea that the Premier League's bubble has burst.
And teams finishing bottom of the table will earn nearly the same as title winners Manchester City received last season.
Sky paid £2.28billion for the rights to five of the seven available packages, which secured 116 live matches a season.
And BT acquired two packages for a total of £738million which allows them to broadcast 38 matches over the next three seasons – including 18 of the first-choice games.
Scudamore said it was a ‘decent commercial increase’ and he was surprised by the final total.
But Scudamore believed the exhilarating end to last season, when Manchester City won the title in dramatic fashion, was a significant in the 70% increase.
"We have just come off the back of a fantastic season and, yes, it has been good for us that we are in the market and selling something at the time when what we are displaying on the field, and therefore able to broadcast, is an attractive proposition," Scudamore said.
"We couldn't have gone to market at a better time.
"The competition has continued to wow audiences. It is a compelling product. People want to watch it and therefore broadcasters want to broadcast it.
"We had numerous bidders in this commercial procedure. Competition drives value for us and it is the voracity of the competition that really drives value.
"I have done five of these deals and every time people say the bubble has burst.
"The way this money is divided between all the clubs means our smallest clubs are able to take on the big clubs. In our league that happens more than anywhere else.
"As long as we can still have the teams in the bottom three beating teams in the top three frequently enough to happen every season then we have a compellingly competitive competition.
"As long as that continues people will continue to want to invest."