Italian free-to-air state broadcaster, Rai, has successfully renewed its non-exclusive domestic Serie A highlights rights for the next three seasons. This move comes as part of a broader shift in how the Italian top-tier men's soccer league is managing its media rights.
The renewal process began when Serie A put domestic highlights out to tender for the next three-year cycle in May this year. This also included radio rights. As part of this renewal, changes have been made to existing programming schedules.
Rai's popular highlight program Novantesimo (90esimo) Minuto will now be split into two separate late evening episodes. These will be broadcast on Saturdays and Mondays on the linear Rai 2 channel.
Live TV rights distribution
In addition to highlight rights, live TV rights in Italy for Serie A action over the next five seasons are set to be held by DAZN streaming service and pay-TV's Sky Italia.
Stefano Coletta, Rai’s marketing director, said:
“Rai has decided to purchase the Serie A highlights: 90esimo minuto will therefore have a three-weekly schedule on Rai2.”
Through till 2028-29 season, fans can expect comprehensive coverage of Serie A games via Sport 1 and Sport 2 channels. These channels will also feature Coppa Italia matches and Italian Super Cup matches.
Changes in overseas media rights sales
Serie A has also substantially changed its method for selling overseas media rights across this new cycle. Previously, Infront agency held most of these international broadcasting rights which they then sold onwards.
However, moving forward with a more direct approach now sees the league conducting a significant portion of negotiations directly with broadcasters across various markets worldwide. This change signifies an important shift towards greater control over distribution and potentially increased revenue for the league.
The renewal of Rai's non-exclusive Serie A highlights rights and the changes in overseas media rights sales mark a significant shift in how Serie A is managing its media distribution. This could potentially lead to more direct control over content and increased revenue for the league, making it an exciting time for both sports fans and sports betting enthusiasts alike.
