• Bloomberg, Friday, August 14, 2009 9:30 AM

ESPN says its new U.K. network may draw millions of viewers to the Premier League soccer matches that start this weekend. The network vows to "bring the same level of excitement" to England that it brings to Monday Night Football fans in the United States.

The U.S. sports network is increasing broadcasts worldwide and has started 45 channels to carry cricket, rugby and hockey internationally. The soccer series "is the most relevant, important sports product in the market," says Russell Wolff, ESPN International executive.

ESPN will air 46 Premier League matches this season starting Aug. 15. It will show 23 matches during each of the next three seasons, ESPN said in June it acquired the rights to the Premier League. More than 13 million people receive pay-television in the U.K.

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