Infront Obtain Serie A International Rights
nfront has secured the international rights for Italian football’s Serie A competition for the next three seasons.
The deal will last until the 2023-24 season and is valued at AUD$287 million per year.
This new package takes the rights away from the IMG agency, who are currently playing AUD$572 million each year for global rights in every territory except Italy.
A Switzerland-based sports marketing company, Infront’s rights for the competition cover Asia, Europe, Oceania, sub-Saharan Africa, and the Americas (excluding the United States).
CBS Sports has agreed to a deal for Serie A in the United States, worth an estimated AUD$88 million a season.
Despite the drop in income for Serie A, SportBusiness report that it was expected amid the challenging economic conditions of the COVID-19 pandemic.
Infront have stressed their focus on boosting Serie A’s exposure in new markets, alongside increasing Serie A’s global sponsorship value and increasing the international brand appeal of the league and its clubs.
Infront senior vice president, Bruno Marty, said Serie A is a strong global product.
“We have a well-established partnership with Lega Serie A and have always believed in the strong potential the league has globally,” Marty said.
“This new phase in our collaboration will allow Infront to once again highlight its expertise and in-depth knowledge of the football industry both in content creation and exposure.
“With this agreement we increase the attractiveness and diversification of our media rights portfolio,” he said.
Infront’s head of football, Andreas Kaeshammer, said: “This significant win confirms our leading position in the football market.”
“It is also a signal of intent from one the world’s most recognised leagues that they wish to work with a leader in the industry.
“Serie A’s stern belief that we have the capabilities and network to take its product to new global heights reflects our continued delivery of positive results for our football partners around the world,” he said.