DAZN, the international OTT subscription platform, has awarded a contract to Publitalia, the Italian advertising agency owned by commercial broadcaster Mediaset, to manage advertising sales for its domestic coverage of soccer’s Serie A for the next three years.

Publitalia will be responsible for the ads business for the 2021-22 to 2023-24 seasons.

The company will handle the sales through its Digitalia'08 arm, which will have an exclusive mandate to secure advertising for the Serie A matches, working in close collaboration with DAZN Media, an arm of the international sports content and media group.

In a major coup, DAZN landed the bulk of domestic rights to Serie A this year in an agreement worth a total of €2.5 billion ($3 billion).

From next season, the OTT platform will be showing all 10 matches per round, seven on an exclusive basis.

Digitalia'08 has significant experience in advertising in soccer, having handled sales for Serie A and the Uefa Champions League from 2008 to 2018, Serie B from 2011 to 2015 and the Uefa Europa League from 2009 to 2015.

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Veronica Diquattro, DAZN's chief customer and innovation officer, said: "We are very satisfied with the collaboration we have started with Digitalia'08 which, thanks to the consolidated and recognised experience in advertising premium sports events, is the ideal partner to implement an important strategic project aimed at enhancing Serie A.

“While at DAZN we are working to offer an ever-increasing number of fans an innovative and modern product that allows a better use of Serie A, Digitalia'08 will be able to enhance even more this competition which has great importance in the advertising market of our country.”

Stefano Sala, president of Digitalia'08, added:It is an agreement of strategic importance for our group but also for the market. The partnership with DAZN will give life to a winning collaboration that will combine DAZN's modern and flexible approach in dealing with sports products with Digitalia's solidity and many years of experience in service and relations with companies. 

“Our goal will be to make the most of this offer, which is so central to advertising investors especially in a phase of economic recovery such as the one we are experiencing in recent months.”