On Oct. 4, 2011, the EU's highest court (European Court of Justice (ECJ)) gave a judgment concerning the broadcasting of English Premier League football which provides a useful reminder of the position under EU competition law of restrictions on cross-border sales. The ECJ said that, although exclusive country-by-country satellite broadcast licenses for the Premiership are in principle permitted, an obligation requiring the broadcasters to prevent their satellite decoder cards from being used outside the licensed territory infringes EU competition law since it eliminates all competition between broadcasters in relation to the broadcasting of the matches. The judgment is limited to its facts, but is nevertheless consistent with the position applying in other situations under EU competition law. Thus, bans on cross-border sales in distribution agreements, for example, are not permitted, although so-called “active” sales restrictions are allowed in some cases. Active sales restrictions are presumably also allowed in the case of satellite decoder cards and, in addition, it should still be possible to license particular language versions of a transmission, thereby limiting the potential for cross-border competition that way.