There's a few groups that the various competitions (Norwegian league, Premier League and CL being the most popular) alternate between. The benefit to the consumer is that it's become ridiculously expensive to follow even one of them, let alone have access to everything you want to watch (if one channel shows the PL, someone else has the domestic cups). You also need change your subscriptions regularly because whoever has the rights changes every two or three years.
I don't know much about them. Didn't they buy premier sports last july though? Giving them the rights in ireland aswell.