The exclusive U.S. media rights to the English Premier League were sold to NBCUniversal, which will air the league’s soccer matches on NBC, NBC Sports Network, Telemundo, mun2 and NBCSports.com, according to The Hollywood Reporter.

The three-year deal, worth about $250 million, will start with the 2013-14 season, NBC said late Sunday. The price tag places the deal well above the cost of the previous deal, the story adds.

The agreement represents a win over ESPN and Fox, with the latter currently airing games on its Fox Soccer channel, the story adds.

Said Mark Lazarus, chairman of the NBC Sports Group: “The Barclays Premier League is the preeminent soccer league in the world, and is on the cusp of exponential popularity growth here in the U.S. NBCU will provide the broadest programming and promotional commitment that the league has ever experienced here in the United States. The Premier League provides NBCU with best-in-class content for 10 months of the year across our far-reaching broadcast, cable and digital platforms.”