 UEFA sells the broadcast rights in a three-season basis and various packages are available for bidders, with UEFA weighing balance between free and pay television under the UEFA and European Union (EU) agreement.While balancing between free and pay television, if the rights do not sell within "sales windows", the rights may be sold on an individual basis to pay-per-view television broadcasters.The 2010 final attracted an audience of 109 million people around the world, a record number for the competition, and replaced the Super Bowl as the most-watched annual sports event.