Setanta Sports prolongs LaLiga rights deal in the Baltics
Spanish soccer’s top-tier LaLiga has extended its broadcasting rights deal with pay-television operator Setanta Sports Eurasia in the Baltic region.
It was announced today that the network will continue to offer exclusive live coverage of matches from the high-profile league in the territories of Estonia, Latvia and Lithuania in the period from 2021-22 to 2025-26.
The three countries were included in a tender for multiple European countries for the next cycle launched in June.
In all, Setanta Sports broadcasts in 14 nations in the Eurasia region, and holds broadcast rights to LaLiga in many of them.
The Spanish league is now able to take advantage of amendments to the text of the country's Royal Decree governing the sale of centralised rights, which had previously limited it to signing three-year deals in Europe, albeit broadcasters do not have to sign up for five years.
The Telesport Group agency is understood to be on the verge of renewing its rights deal in Russia with LaLiga for another five years.
Melcior Soler, director of LaLiga’s audiovisual department said on Thursday: “We’re pleased to extend our relationship with Setanta Sports and to make another long-term agreement that provides continuity for our global audience. The Baltic region is important for our future growth and fans in these countries now know where to find the best sports entertainment for the coming years.”
Dwyer McCaughley, chief executive of Setanta Sports, added: “Setanta Sports is excited to bring exclusive live LaLiga coverage to football fans in Latvia, Lithuania and Estonia for an additional five years. LaLiga forms an important part of the Setanta Sports broadcast schedule and accompanies other key rights properties such as NHL, Serie A, Ligue 1, Belgian league, Scottish league, [French rugby’s] Top 14, and Masters golf. All this great content makes Setanta Sports the number 1 broadcaster of sport in these markets."