I posted something a couple of pages ago:
This is the original release:
Cristiano Ronaldo will make Serie A TIM debut with Juventus vs. Chievo, Aug. 18 on ESPN+
Serie A TIM Match of the Week to air in English and Spanish on ESPN Networks
ESPN and ESPN+ have reached an exclusive, multi-year rights agreement in the United States for Italy’s Serie A TIM, one of the world’s top soccer leagues. The agreement will bring more than 340 matches per season to ESPN+, the new multi-sport, direct-to-consumer subscription streaming service from The Walt Disney Company Direct-to-Consumer & International (DTCI) segment and ESPN.
Starting this month, ESPN+ will carry an average of nine matches live each week from August through May, while ESPN networks will televise a Serie A TIM Match of the Week — close to 40 matches per season. Most telecasts will air on ESPN and ESPN2, and the Match of the Week will also be available in Spanish on ESPN Deportes. The 20-team Serie A TIM is home to some of global football’s most recognizable and storied clubs, including Juventus FC, AC Milan, AS Roma, FC Inter Milan and more.
Coverage of Serie A TIM will also feature year-round news and highlights content across ESPN platforms. Additionally, ESPN+ will exclusively feature one-hour season preview and review programs, a weekly preview and highlight shows and a Serie A TIM goals of the week program.
“We are extremely satisfied with the agreement, which testifies the growing importance and the international recognition of our league,” said Gaetano Miccichè, Lega Serie A President. “This agreement, together with those recently concluded, shows the value of both Serie A TIM and its champions, which will be appreciated by more than 90 million soccer fans and enthusiasts in the U.S. in the next years”.
Added Burke Magnus, Executive Vice President, Programming and Scheduling, ESPN, “The addition of Italy’s Serie A TIM underscores our ambitious goal of making ESPN+ home to the world’s best soccer leagues – and an indispensable destination for fans of the sport in the United States. With Ronaldo’s arrival to Serie A TIM, we anticipate even more interest and exposure for this property in the seasons ahead.”
Hillary Mandel, SVP, North America, IMG Media, said: “IMG and Serie A are delighted to have ESPN as our media partner in the US. This was an extremely competitive process with multiple networks and platforms interested in the rights. Serie A TIM is a premium global football league which is seeing large investment and ambition from the clubs, resulting in players such as Cristiano Ronaldo joining an already strong list of some of the best footballers in the world. It was important for us to find a broadcaster who understood the vision and passion we share to elevate the profile of Serie A TIM to both existing and new fans of Italian football in the US. In ESPN+ and the ESPN networks we have that exclusive partner.”
Bottom Line
We earn no extra revenue from this I think, unless there are variable components. Ex: if rights are re-sold beyond a threshold, Serie A teams get a cut.
From October 2017:
IMG, the global sports, marketing and media company has acquired the Serie A international TV rights for Italy’s top flight league for €371 million per season.
The deal, which covers the 2018-19, 2019-20 and 2020-21 seasons nearly doubles the value of the previous deal with MP & Silva who held the rights since 2004.
Interestingly, although MP & Silva reportedly offered more money than IMG, the assembly of clubs decided to change course and go in a new direction. This is a strategic change whereby it is not automatically the highest offer that wins. Other qualitative factors were looked at and perhaps IMG’s vision of how to promote and grow the Serie A brand was more compelling
IMG, as the international rights holder, will now proceed to resell the rights to various broadcasters throughout the world. This will take place in the coming weeks as the broadcasters prepare themselves for the 2018-19 season.
It will be interesting to see if IMG will stick with the status quo with beIN Sports, or go in a different direction.
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Then from the Release...
Hillary Mandel, SVP, North America, IMG Media, said: “IMG and Serie A are delighted to have ESPN as our media partner in the US. This was an extremely competitive process with multiple networks and platforms interested in the rights. Serie A TIM is a premium global football league which is seeing large investment and ambition from the clubs, resulting in players such as Cristiano Ronaldo joining an already strong list of some of the best footballers in the world. It was important for us to find a broadcaster who understood the vision and passion we share to elevate the profile of Serie A TIM to both existing and new fans of Italian football in the US. In ESPN+ and the ESPN networks we have that exclusive partner.”
CONCLUSION
Essentially when happened was: historically MP & Silva had the rights to re-sell Serie A since 2004, they would be sold to the highest bidder, which was most recently BeinSports. Bein sports buried Serie A below La Liga. Juventus was never shown. Getafe & Barcelona would be shown over Inter and Juventus.
So essentially, when these rights came up: Serie A went with IMG to sell International Rights. IMG then sold it to a distributor who would actually grow the property rather than bury it - ESPN.
While it doesn't give us any direct revenue growth (I don't believe), it is key to grow the brand.
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