SportyTV, the African sports broadcaster owned by Sporty Group, has secured exclusive free-to-air (FTA) rights to Spanish soccer’s LaLiga and Italy’s Serie A. The media group has also renewed its deal for England’s second-tier EFL Championship while adding the Carabao Cup matches.
The five-year contract with LaLiga covers Spain's top-flight and second division. Starting this season, it will run through the 2028-29 campaign. Under this agreement, SportyTV will broadcast one LaLiga match and one Segunda Division match each week exclusively in Nigeria and Ghana.
Moreover, SportyTV holds sublicensing rights for these broadcasts in 24 other African territories including Angola, Botswana, Cape Verde, Equatorial Guinea, Eritrea and many more. In addition to live matches, the platform's coverage will include highlights from both divisions of LaLiga along with weekly pre-match and post-match analysis across social media platforms.
Official betting partner of LaLiga in Africa
As part of a multi-faceted long-term agreement, Sporty Group's brand - SportyBet was recently unveiled as the official betting partner of LaLiga in Africa. This partnership enhances the broadcaster's Spanish soccer content as it already holds Spanish Super Cup rights.
SportyTV has also struck a deal with Italy’s Serie A ensuring live FTA coverage exclusively in Nigeria and Ghana along with English and Portuguese-speaking countries in Sub-Saharan Africa. The sports network plans to air one match per round from Italian top-flight football league.
To enhance its coverage further, SportyTV is introducing a 'Super Sunday' programming block featuring two marquee matches from both leagues complete with pre-match and post-match content.
Extension of EFL Championship and Carabao Cup deal
SportyTV has extended its deal for the Carabao Cup and EFL Championship matches for four more years, running through the 2027-28 season. The renewal was brokered by Pitch International agency, which sells global media rights for the EFL.
Under this agreement, SportyTV will continue to broadcast 107 matches per season from the Championship including playoffs. The broadcaster will also air 16 matches from the Carabao Cup with an option to choose one additional match.
Since its inception in 2022, SportyTV has been working with Pitch to show EFL matches. Over time, it has built an extensive portfolio of premium soccer rights including Premier League, Germany’s Bundesliga and DFB-Pokal, Saudi Pro League, Copa Libertadores as well as UEFA European Championship over summer. These recent acquisitions further solidify SportyTV's position as a leading sports broadcaster in Africa providing exclusive coverage to sports fans across multiple territories.
