For the purposes of regional sports broadcasting, the Toronto Blue Jays and Toronto Raptors both claim all of Canada as their "territory," allowing Blue Jays and Raptors games to be broadcast nationwide. The first live commentary on a field sport anywhere in Europe was when Paddy Mehigan covered the All-Ireland Hurling Semi-Final between Kilkenny and Galway on 29 August 1926. This game is credited with being the first mainly because the BBC was prevented from broadcasting sporting events before 7.00pm as a means of protecting British newspaper sales. The first sports event broadcast in the United Kingdom was a Rugby Union international between England and Wales, broadcast from Twickenham in January 1927. Two weeks later the first broadcast of a football match took place, with the BBC covering Arsenal's league fixture against Sheffield United at Highbury. Listeners to the broadcast could use numbered grids published in the Radio Times in order to ascertain in which area of the pitch (denoted as "squares") the action was taking place due to a second commentator reading out grid references during the match. This is believed to be the origin of the phrase "Back to square one." The United Kingdom saw the first live television broadcast of a football match, with the BBC showing a specially arranged fixture between Arsenal and Arsenal Reserves on 16 September 1937. The British media is dominated by national outlets, with local media playing a much smaller role. Traditionally the BBC played a dominant role in televising sport, providing extensive high-quality advertisement free coverage and free publicity in exchange for being granted broadcast rights for low fees. ITV broadcast a smaller portfolio of events, and Channel 4 broadcast a few events from the 1980s, mainly horse races and so-called minority sports. In the early 1990s this arrangement was shaken up by the arrival of pay-TV in the form of BSkyB. Their dedicated sports channels have since become the only place for some major sports to be seen. Starting in 2006 the Irish company Setanta Sports emerged as a challenger to Sky Sports' dominance of the British pay-TV sports market; however, Setanta's UK channel went into bankruptcy administration and off the air in 2009. Between 2009 and 2013 ESPN made an attempt to challenge Sky Sports before its British operations were bought out by Sky's current main competitor, BT Sport; a subsidiary of the former national telecommunications monopoly BT plc. There are also a dedicated UK version of Eurosport, called British Eurosport, and Eleven Sports. Radio sports coverage is also important. BBC Radio 5 Live broadcasts almost all major sports events.