Setanta boss Richard Brooke, former finance director of Sky, has quit after Setanta lost the rights to transmit Monday night Premiership football to Sky. Setanta got its maths hopelessly wrong on this, bidding £47m against Sky's £57m. £57m sounds a lot of money for heavily-indebted Setanta, which started as a service showing football in pubs in Kilburn, but its loss of this contract means that big investors including Microsoft founder Paul Allen and Goldman Sachs are having second thoughts about challenging Rupert Murdoch. Setanta is left with Saturday night Premiership matches and £425m joint deal with the Football Association to show England home games and FA Cup matches with ITV. But both Setanta and ITV are trying to renegotiate this deal because, well, they haven't got any money. No wonder Sky's James Murdoch doesn't want to leave the UK to be dad Rupert's number two in America. Despite losing £900m plus on his stake in ITV he's laughing, and he still may end up with ITV as the former 'licence to print money' runs out of the stuff.