Less an own-goal and more a niggling foul on the half-way line is probably the most accurate footballing analogy to describe the impact of the bloated Premier League rights deal on the financial results of satellite broadcaster Sky PLC (LON:SKY).
Having shelled out £692mln to televise a bunch of pumped up prima donnas playing in not even the best domestic league in the world, it was inevitable this would bite into earnings.
The surprise in some quarters of the Square Mile was just how resilient the results for the 12 months to June 30 were, with operating profit down just £97mln at £1.47bn. Revenues were ahead 5% at £12.9bn.
READ: Sky and 21st Century Fox slam culture secretary over delay to proposed takeover deal
Of course, football, as important as it is to the Sky offering, is currently not the most important game to the company and would-be buyer, Rupert Murdoch’s 21st Century Fox.
One of the regulator?
That is being played in the back corridors of Westminster, with the Government likely to refer the £11.7bn takeover to the competition watchdog.
Last week culture secretary Karen Bradley said she needed more time to review submissions opposing the deal.
“A final decision can only be made after fully considering all relevant evidence on both the plurality and commitment to broadcasting grounds,” she said.
In early trade, the shares held steady at 965p each.
READ: Sky Sports outbids BT Sports to retain live rights to English cricket
On the outlook, long-time chief executive Jeremy Darroch said: "We enter 17/18 in a strong position with significant growth potential.
"Despite the broader consumer environment remaining uncertain, we are confident of delivering on the plans we've laid out as we continue to give our customers the best content, great products and industry-leading service."