UK Sports Broadcasters Hit with £4.2 Million in Fines for Colluding on Freelancer Pay

Key Takeaways

• £4.2 Million in Fines: BT, IMG, ITV, and the BBC admitted to collusion and agreed to pay reduced penalties, while Sky avoided a fine under the CMA’s leniency program.
• Collusion on Pay Rates: Companies exchanged competitively sensitive information about freelancer day rates and holiday pay on at least 15 occasions.
• Impact on Freelancers: Behind-the-scenes workers such as camera operators and producers were denied the benefits of competition, with pay rates quietly aligned.
• Informal Exchanges Matter: Emails and WhatsApp messages provided evidence of coordination, underscoring that even casual communication can trigger liability.
• Compliance Warning: The CMA stressed the importance of training, strong compliance culture, and independent decision-making to avoid anti-competitive behavior.

Deep Dive

What began as casual emails and WhatsApp messages has ended with some of Britain’s biggest sports broadcasters facing more than £4.2 million in fines. The Competition and Markets Authority (CMA) ruled that Sky, BT, IMG, ITV, and the BBC coordinated pay rates for freelance workers, from camera operators to sound technicians, undermining fair competition in an industry heavily dependent on short-term talent.

The CMA investigation, launched in March 2025, revealed that the companies shared information about day rates and holiday pay on at least 15 occasions. On the surface the conversations looked like routine industry chatter. In practice they were a way to keep freelance rates aligned and avoid driving up pay.

The exchanges left little doubt about intent. One company wrote to a rival, “We pay our Studio Vision Mixers £(X) per day for a 10x hour shift.” The reply came back, “That’s exactly the same as we pay. Good to know we are aligned there.” Another message stressed the need to “present a united front.”

Even WhatsApp conversations pointed to a desire to avoid “a bidding war” while “benchmarking” rates against one another.

For freelancers working behind the scenes at football matches, rugby tournaments, and other major events, the effect was clear. Pay that should have been shaped by competition was instead quietly managed among the broadcasters.

Penalties and leniency

Four companies admitted wrongdoing and agreed to fines totaling £4,240,356. BT, IMG, and ITV received reductions after cooperating with the investigation once the CMA carried out surprise inspections of their offices. The BBC also paid a reduced penalty for settling the case.

Sky avoided a financial penalty altogether. It was the first to alert regulators to the conduct and cooperated fully, securing immunity under the CMA’s leniency program. In cartel cases, being the first to step forward can mean the difference between escaping fines or paying millions.

Staying on the Right Side of the Line

The CMA said the case should serve as a warning to companies in every sector, particularly those that rely heavily on freelancers and contractors. Sharing information that reduces competitive pressure is illegal, even when it comes to pay. Directors and managers are expected to ensure compliance, provide regular training, and create a culture where employees understand what anti-competitive behavior looks like.

The regulator also pointed out that cooperation pays. Companies that admit wrongdoing or self-report misconduct are more likely to receive reduced fines or, in some cases, complete immunity.

Cartel investigations often conjure images of secret price-fixing schemes. This one is far more familiar to most audiences. The workers who keep sports broadcasts running were denied the benefits of a competitive market, their pay squeezed by collusion at the top.

The penalties may close this investigation, but the warning is much broader. Informal conversations, whether by email, phone, or WhatsApp, can create real legal and financial consequences when they veer into coordination with competitors. Regulators are paying close attention, and companies that ignore the rules may find themselves paying a steep price.

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