Mediaset, the commercial broadcaster, has triumphed over its public-service rival Rai in the race for domestic rights to Italian football’s knockout tournament the Coppa Italia. The announcement was made by Serie A, marking a significant victory for Mediaset in the competitive sports broadcasting landscape.
Mediaset's successful bid for the package, which also includes the showpiece Supercoppa Italiana, covers the 2024-27 cycle. The deal was finalized after another day of face-to-face negotiations.
Mediaset is expected to pay around €56m ($59.5m) per season for the Coppa Italia rights, a figure that rises to €58m when production costs are factored in. This falls just short of the aggressive reserve price of €62m per season for the sole and exclusive live rights.
Mediaset holds on to Coppa Italia rights for another three seasons
Mediaset's current deal, set to expire at the end of the 2023-24 season, is worth €48m per season. This new agreement represents a significant increase in investment by the broadcaster. During the 2018-21 cycle, Rai paid an average of €35.5m per season, indicating a substantial rise in the value of the rights.
The original bid deadline was July 13, with both Rai and Mediaset submitting bids. However, Serie A clubs decided not to accept the offers on the table at the Serie A assembly a day later. This led to private negotiations between Serie A and the two broadcasters, culminating in Mediaset's successful bid.
Rai continue to be left out in the cold in the hunt for Italian football rights
Mediaset replaced Rai as the competition’s domestic media rights-holder in a contract running from 2021-22 to 2023-24. The deal includes exclusive rights to all 43 matches in each edition of the Coppa Italia as well as the Supercoppa Italiana.
An expanded format was introduced for the Coppa Italia from 2021-22 onwards. The competition now comprises the 40 teams that compete in Serie A and Serie B, plus four clubs from third-tier Serie C. This expansion was expected to generate added interest from broadcasters and justify the high reserve price.
Mediaset's acquisition of the Coppa Italia rights until 2027 marks a significant shift in the Italian sports broadcasting landscape. The deal not only underscores the growing value of sports broadcasting rights but also highlights the intense competition among broadcasters for exclusive access to high-profile sporting events.
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