Italian top-tier Serie A has secured a new broadcast partner across 16 Middle East and North Africa (MENA) countries. Kuwait-based streaming firm Shasha will now cover the remainder of the 2025-26 Serie A matches, starting from the fourth gameweek.
The deal was unveiled recently, with Shasha set to begin its coverage on Friday, September 19. The agreement covers Kuwait, Egypt, Oman, Jordan, Iran, Syria, Lebanon, Libya, Yemen, Palestine, Sudan and South Sudan as well as Djibouti Chad Mauritania and Somalia. This partnership was brokered by Athlos Agency.
Shasha is already known in the region for being home to top-tier Kuwaiti soccer competition - Zain Premier League. Now it adds another feather to its cap by securing rights for broadcasting one of Europe's most prestigious football leagues.
Additional MENA tie-up
This deal comes after another significant tie-up that saw Starzplay streaming platform secure rights for broadcasting Serie A matches across MENA countries until the end of the 2027-28 season. This agreement was concluded just before the start of this current season which got underway on August 23.
In recent years Abu Dhabi Media has also been showcasing Italian league matches across MENA region while domestically DAZN and Sky Italia share rights.
Bader AlKulaib, co-founder and vice-chair at Shasha, said:
"We are thrilled to bring Serie A to Shasha’s international audience. Our dramas and current affairs productions are already showcasing the best of our region, and our growing sports output will allow us to give our audiences even more incredible content to enjoy.”
Libyan connection
From among these countries Libya holds a special connection with Serie A through Al-Musrati who is currently attached to Hellas Verona - a club playing in Italy's top division.
Serie A has been actively working towards international expansion and growth with JP Morgan acting as an advisor according to reports earlier this month. The initial focus will be on negotiating international media rights deals as per Milano Finanza Italian publication. The ultimate goal is to stabilize Serie A's overseas media rights revenues at the current levels of between €240 million ($281.6 million) and €250 million each year.
This new deal with Shasha marks another significant step in Serie A's international expansion strategy. With a potential audience of millions across 16 MENA countries, the Italian league continues to grow its global footprint, bringing top-tier European soccer to more fans around the world.
