Italian top-tier league, Serie A, has recently appointed Lars Heidenreich as a media rights consultant across the Asia-Pacific (APAC) region. This move is part of the league's ongoing efforts to increase its global visibility and expand into key areas.
The APAC region is seen by Serie A as a crucial area for expansion. The league recognizes this region for its passionate fanbase, expanding commercial opportunities, and growing engagement with Italian soccer. As such, it represents a strategic opportunity for the growth of Italian soccer on an international scale.
Lars Heidenreich brings extensive experience from his previous roles in heavyweight sports marketing agencies such as Sportfive and Mediapro. With over 11 years at Mediapro and backed by consulting firm FSA Consult, Heidenreich will work alongside the 20-team league to enhance Serie A broadcast rights in APAC. His responsibilities will include supporting the development of media rights deals, institutional relations, and other media initiatives aimed at increasing visibility and engagement with Serie A in this region.
Current media rights distribution partnerships
Currently, Infront agency holds the mantle as the media rights distribution partner of Serie A across several territories in both APAC and Pacific Islands regions. Their partnership extends through to 2024-27 cycle. In contrast to previous cycles where Infront was a worldwide partner for Serie A; however, this three-season stretch saw changes in their approach. Now Setanta serves as the league's partner across Central Asia while Dubai-based transmedia company GXR holds broadcasting rights within Indian subcontinent streaming games on free-to-air basis.
Heidenreich’s professional journey spans various leadership roles within sports marketing industry globally. His tenure includes nearly six years in Melbourne, Australia, as the managing director of International Sports Media. He then served as the MD of Sportfive Asia for 18 months before being appointed as executive vice president of Sportfive International. In mid-2014, he took on the role of MD at Mediapro Asia and held this position until February this year. His extensive experience and proven track record make him an ideal choice to lead Serie A's expansion efforts into the APAC region.
Serie A's appointment of Lars Heidenreich marks a significant step towards expanding its global visibility, particularly within the APAC region. With his extensive experience and strategic approach, Serie A is poised to tap into new markets and engage with a broader fanbase. This move signifies an exciting time for sports fans across APAC who can look forward to increased access and engagement with Italian soccer.
