Italian soccer's top-tier league, Serie A, has secured a five-year media rights extension in Russia with Gazprom Media-owned sports broadcaster Match TV. This move comes as the league scrambles to complete its international broadcast partner portfolio before the 2024-25 season kicks off in mid-August.
The previous deal between Match TV and Serie A came into effect at the start of the 2021-22 season and ran through to the end of the 2023-24 campaign. GlobalData Sport estimated this deal was worth $3.72 million in total.
The new agreement extends through to 2028-29 and also includes coverage for the Italian Super Cup and Coppa Italia matches.
Serie A's stance on broadcasting deals amid Ukraine crisis
Unlike some European soccer leagues that suspended their broadcast deals in Russia following its invasion of Ukraine, Serie A has not taken such action. The war continues to displace millions of Ukrainians.
Serie A's international rights tenders have been taking place since mid-2023, marking a significant shift from previous practices. Infront agency previously held most rights; however, now a large proportion of negotiations are being conducted directly with broadcasters across various markets - although Infront still distributes rights across Asia-Pacific.
In recent weeks, deals have been unveiled in several like the UK (TNT Sports), US (CBS), and Spain (DAZN). During the last cycle, overseas broadcast rights reportedly brought just over $650 million across three seasons for Italian League. Domestically, DAZN and pay-TV’s Sky Italia will cover Serie A matches for the next five seasons starting from August 17 when Genoa takes on champions Inter Milan as part of Series' 2024-25 season kickoff.
Match TV's strong track record
Match TV has a strong track record in sports broadcasting, having shown 34 out of 51 Euro 2024 matches at this year’s UEFA European Championship national team tournament across June and July. The remaining matches were broadcast by the subscription streaming service Okko.
Serie A's extended deal with Match TV is a significant move for both parties. It not only ensures continued coverage of Italian soccer in Russia but also demonstrates Serie A's commitment to its international audience despite geopolitical tensions.
