Hackney Wick is set to become a landmark on the UK sports broadcasting map after BT Sport signed an exclusive £897m deal to screen live Champions League football.
The channel, whose studios are situated in the iCity building on the site of the former Olympic media centre, has won the rights to broadcast every match in the competition for three seasons from 2015.
BT Sport chief operating officer Jamie Hindhaugh praised iCity as central to the channel’s future objectives.
He said: “[iCity] is the only purpose-built structure I know that can house studios.
“When you’ve got that sort of space and that sort of height, it’s amazing what you can do.”
The building contains three TV studios.
The announcement has caused some controversy, as BT Sport has announced that customers – who currently enjoy Premier League football free – will have to pay to watch the majority of the Champions League games. It is the first time that European football’s blue-riband tournament will be unavailable to UK terrestrial viewers since its inception in 1992.