ITV has won the exclusive live rights to England's competitive matches at home and abroad for the next four years, in a £100m deal with UEFA.
The deal, which will see it cover the Euro 2016 and 2018 World Cup qualifying competitions, was negotiated under UEFA’s central sales strategy whereby the rights to all qualifying matches were sold as a package by the European governing body.
The win has meant ITV can continue to market itself as the home of all competitive internationals for the next four years.
ITV's director of television, Peter Fincham commented: "Bringing viewers exclusive live coverage of each key England international match is hugely important to ITV and means football fans will be able to watch for free England's progress both at home and abroad as they attempt to qualify for the final stages of these tournaments.”
Meanwhile, Sky Sports has won the rights to all the live qualifying matches involving Scotland, Wales, Northern Ireland and the Republic of Ireland at home and away and will show highlights of England's games. This was an important deal for Sky as it continues to battle with rival BT Sport.
Sky Sports' managing director, Barney Francis said: "Both the UEFA European Championship and Fifa World Cup are football's most important international tournaments and this deal offers Sky Sports viewers the complete qualification story.
"We've been broadcasting international football since the beginning of Sky Sports and this deal means our viewers can enjoy watching some of the best players and nations over the next four years."