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DAZN, Sky and TIM in Italian deals: Market reset shifts Serie A goalposts

5 August 2022
Access report
  • Under a revised deal, DAZN, the Serie A broadcaster, is now allowed to expand its distribution to the Sky platform in return for a reduced fee from TIM, the incumbent telco
  • The new-look Italian market is consistent with DAZN’s approach elsewhere in Europe, seeking blanket distribution and avoiding head on challenges with incumbents
  • For the Italian sports rights market, the agreements clear the air, but Serie A needs deep reform

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  • Sky and football: Italian wager on aggregation

    30 March 2021

    In a bold attempt to expand, DAZN has won Serie A rights for 2021-24.

    With a worst-case scenario of 14% decline in revenue from domestic rights, the Italian league will limit losses, but runs the risk of more long-term damage.

    Sky takes a calculated risk, and sends strong messages.

    Access report

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    25 February 2021

    Italy's Serie A could award its 2021-24 broadcasting rights tomorrow to either Sky or DAZN (backed by TIM) for a fee significantly down on the previous cycle.

    Either outcome looks good for Sky: increasing coverage at a lower fee, or pivoting to aggregation as DAZN will need to access Sky’s subscriber base.

    DAZN and its ally TIM are also shifting strategy, but with weak rationale. The Italian auction reinforces our expectation of a drop in Premier League fees in the imminent British tender.

    Access report