The Premier League tonight warned Carlton and Granada there could be long-term consequences for their commercial reputation if they do not honour ITV Digital’s contract with the Football League.
And while there was no direct threat to ITV that they could suffer in future TV rights negotiations with the top-flight clubs, it is clear that the network’s future prospects will hardly be helped if their digital arm folds.
The Premier League, whose chief executive Richard Scudamore has been working behind the scenes to help find a solution to the ongoing crisis, have vowed to stand beside their Football League counterparts.
However, despite the hidden work of Scudamore and Football Association chief executive Adam Crozier, there was growing unrest at some lower league clubs that neither governing body had flexed their muscles in public.
Crozier duly warned at the weekend that there is now a ‘‘perceived lack of trust in ITV’’ and his message was echoed today by the Premier League.
A Premier League spokesman declared: ‘‘As part of the football fraternity and as a sports rights holder, the Premier League stand shoulder to shoulder with the Football League, providing much help and guidance behind the scenes.
‘‘Contracts are contracts and should be honoured.
‘‘Indeed, the parent companies of ITV Digital should think long and hard about the short-term and long-term commercial ramifications of not fulfilling their agreement with the Football League.’’
The statement acts as a further warning to parent companies Carlton and Granada of the consequences of ITV Digital, who are currently in administration, failing to honour the two years left on their contract with the Football League.
Indeed, Scudamore, a former Football League chief executive, has been giving the benefit of his experience in broadcasting negotiations to his counterparts, David Burns and Keith Harris.
He will continue to do so as the Football League step up efforts to secure the £178 million which they insist is still owed to them by ITV Digital as the crisis intensifies amid threats of legal challenges.
However, there is no intention for the Premier League to sever their current links with ITV Digital, who intend to keep their pay-per-view deal with the top-flight clubs, as they insist contracts should be honoured.