FITE+, a platform traditionally known for its focus on combat sports, has recently expanded its portfolio by adding the Liga Portugal to its offerings. This move marks a significant shift in strategy as FITE+ ventures into the heart of football. The new addition is now available to audiences in the UK & Ireland, Australia, New Zealand, and Scandinavia.
The media rights of Portugal Primeira Liga signify a strategic move by FITE+ into football territory. Historically focused on combat sports such as boxing and mixed martial arts (MMA), this expansion demonstrates the platform's commitment to diversifying its content offering and reaching out to a broader audience base.
Adam Bigwood, Vice President of subscriptions at FITE, said:
“We are thrilled to offer a front row seat to Liga Portugal matches to our FITE+ subscribers. This exclusive deal, with one of Europe’s finest leagues, highlights our dedication to providing diverse and premium sports content to our global audience. As we continue to expand our football offerings, FITE remains at the forefront of delivering superior sports and entertainment through our advanced technology platform.”
This strategic shift was facilitated by Sportfive, an international sports marketing company that specializes in rights management and brand partnerships. Their involvement played an instrumental role in securing this agreement.
In addition to Liga Portugal, FITE+ also acquired AFC Champions League broadcasting rights back in September. This acquisition further solidifies their position within football broadcasting circles while providing fans with more diverse viewing options.
FITE+'s coverage of Liga Portugal kicked off on 2 December with that week’s round of fixtures followed by a weekly highlights show. The coverage will continue until the end of the 2025/26 season.
BT Sport no longer holds exclusive rights
Liga Portugal features prominent teams such as Benfica, Porto, and Sporting Lisbon which have garnered significant fan bases both locally and internationally over time. Prior to this deal, these matches were aired exclusively on BT Sport.
With these recent acquisitions - both from traditional football leagues - it's clear that FITE+ is making concerted efforts towards diversifying their content offerings beyond combat sports alone.
By doing so they are not only expanding their reach but also catering more effectively to sports fans' varied interests across different regions globally. This move is likely to be welcomed by sports fans and sports betting enthusiasts alike, who now have more options for viewing their favourite football matches.
