Italian soccer's second-tier Serie B is set to launch a channel on Amazon's Prime Video streaming service following authorization from the Italian regulatory agency AGCOM. This move comes after overcoming several technical and regulatory issues that delayed the launch by two months.
Serie B initially planned to roll out its service, dubbed LaB Channel, via Amazon’s Prime Video Channels at the start of the season on August 16. However, complications with AGCOM led to a delay in this plan.
Serie B president Mauro Balata has now confirmed that Lega B has signed an agreement with Prime Video and they are currently finalizing technical details after having sorted all legal and negotiation aspects.
New addition to existing agreements
The collaboration with Amazon is an addition to Serie B’s three-season domestic agreement with sports streaming service DAZN Italia. Announced in August, this partnership covers the 2024-25, 2025-26, and 2026-27 campaigns. This new deal was struck shortly after league organizers had to re-issue a domestic rights tender for competition due to previous unsuccessful tenders.
From the beginning of the 2021-22 season through till end of 2023-24 campaign, Serie B was broadcasted by pay-TV operator Sky Italia along with now-defunct streaming service Helbiz.
On August 7th, Serie B held a meeting involving its twenty constituent clubs where members unanimously decided on re-tendering rights at a lower price - reportedly around $14.2 million per year - significantly less than $30 million per season it received from DAZN and Sky during their final year of agreement.
Exploring direct-to-consumer options
At one point during these negotiations, Serie B considered creating an in-house channel or streaming service to house the rights. This direct-to-consumer service was seen as the only realistic option at that time.
Serie B's new venture with Amazon Prime Video marks a significant step in expanding its reach and accessibility to fans. It also signifies Amazon's growing interest in sports broadcasting, setting up an interesting competition with DAZN Italia.
