I agree with Stefano's comments, but I had a couple more, if I could, Ben. First, we've done a lot over the last few years. Thank you, Chase. And now thank you, Stefano, to try and build fan interest and fan excitement. And that's -- that are on track competition. That's a more balanced field that we -- as we go into '22 that's a lot of ancillary things like fan festivals, like programming, like Drive to Survive, all of those building fan interest.
Obviously, Esports component as well. That's an important component when you obviously go for renewal. How much fan interest, how much excitement there is? Probably the most important component is how much competition there is among potential bidders, distributors of your product. And candidly, the best deal we have probably is our U.K. deal, and it was largely because there were several bidders highly interested in getting our product.
I do feel, as Stefano notes, we have a relative value. You've seen declines in some of the other higher cost European alternatives. But if you look on any kind of basis about what cost per eyeball, cost per hour, et cetera, F1 looks at like a relative value.
And I make a side note then, which I'm sure you can appreciate, with the rising cost of alternatives like scripted content if that gets more expensive in some ways, it provides a floor on what the value of some of the live sports can be. Historically, live sports look so expensive, maybe not quite as much when scripted continues to rise.
So I'm excited about F1's prospects but above all, we would benefit from increased competition, which is potentially some of the new digital players entering, and they have sniffed, and we'll see if we can get them excited. I do believe, ultimately, they will become bidders, and that will be to our benefit.
As far as looking back at U.S. rights and the Braves, obviously, we've had a world with a bundle has caused a lot of overbuy, whether it be for sport of -- all kinds of sports program, including the RSNs and if that bundle breaks, there is risk around what the total amount paid to teams will be including the Braves. I feel relatively good about the Braves, our contracts from 27, first.
And secondly, we have a good contract, but far and away, not the highest, well below somebody like the Dodgers. But in contrast, we have the largest broadband household audience. So the Braves have the largest territory with 12 million broadband households. Sort of degree you look at digital alternatives and the like, we are probably in the best shape compared too many to benefit as new alternatives arise in the bundle potentially weekends.