EuroLeague TV, the direct-to-consumer service operated by the continental basketball competition, has struck a deal to secure the rights to Italy’s domestic league, organized by the Italian Basketball League (LBA).
For the remainder of the 2025-26 campaign, EuroLeague TV will showcase three games per round from the top-flight LBA Serie A competition, as well as every fixture from the post-season playoffs and the final eight.
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This will begin with a pair of February 1 matches, Olimpia Milano against Germani Brescia, and Virtus Bologna against Dolomiti Energia Trento.
Olimpia Milano and reigning LBA Serie A champions Virtus Bologna are Italy’s two representatives in the Euroleague continental competition, while the secondary EuroCup features Dolomiti Energia Trento and Umana Reyer Venezia.
EuroLeague TV previously covered the competition in the 2024-25 season, as a means of supplementing its coverage of the top-tier EuroLeague and EuroCup.
This partnership covers a number of prominent EuroLeague territories in Europe, and basketball markets further afield.
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By GlobalDataIn Europe, EuroLeague’s rights span: Belgium, Bulgaria, the DACH region (Austria, Germany, and Switzerland), Hungary, the Netherlands, the Nordic countries (Denmark, Finland, Norway, and Sweden), Portugal, Romania, Turkey, and the UK.
Elsewhere, the service will also carry the LBA Serie A in Australia, which boasts both a strong basketball fanbase and a wide Italian diaspora, and the UAE, which gained its first EuroLeague team this year with Dubai BC.
The LBA Serie A and its playoffs are both title sponsored by Italian financial services firm Unipol in a deal running through the end of the current season.
This deal was brokered by major sports agency Infront, which has been the commercial rights manager for the LBA since 2020, in a deal that in 2023 was extended through the 2029-30 season.
However, the Final Eight is title sponsored by Frecciarossa, a high-speed rail service operated by Italy’s national train operator Trenitalia.
