Serie A dou­bles its money through big over­seas deal

Sport360 - - News Football -

In­ter­na­tional broad­cast­ing rights for Serie A foot­ball over the next four years have been sold for twice as much as the pre­vi­ous four-year pe­riod, the league an­nounced.

US sports and en­ter­tain­ment man­age­ment group IMG and Italy’s pub­lic TV broad­caster RAI bought the global rights for 2018 to 2021 for ¤371 mil­lion (Dh1.61bn). The sum paid is dou­ble that of the ¤186m (Dh683m) forked out for in the last pe­riod from 2015 to 2018.

IMG beat Lon­don-based favourites MP & Silva, who bid higher, after the US group im­pressed with a su­pe­rior pro­ject to pro­mote Serie A over­seas, ac­cord­ing to Ital­ian me­dia.

“It’s very sat­is­fy­ing be­cause it ranks Serie A third in terms of fi­nan­cial value be­hind the Pre­mier League and La Liga and way in front of the Bun­desliga,” said Luigi Di Servio, man­ag­ing direc­tor of sports mar­ket­ing com­pany In­front, which ad­vised Serie A on the broad­cast­ing rights dossier.

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