Eleven Poland, the domestic subscription broadcaster, has renewed its exclusive rights deal in the country for Italian soccer’s top-tier Serie A for a further three years.
The extended agreement comes into effect for the forthcoming 2021-22 season and runs to 2023-24.
The renewal was brokered by Infront, the international sports marketing agency which is the league’s exclusive global media rights partner.
Eleven has held Serie A rights in Poland since it first launched six years ago.
In addition to its live match coverage, Eleven will provide the latest Serie A news and goals in studio shows Eleven Gol Live and Eleven Gol.
There is strong Polish interest in the Italian top flight as it features several national team players such as Napoli’s Piotr Zieliński, Juventus’ Wojciech Szczesny and Sampdoria’s Bartosz Bereszyński.
Guillaume Collard, Eleven Group chief rights acquisition officer, said: “We were delighted to get this deal done and secure Serie A for Eleven’s Polish audience for another three years. The Eleven Group has a long history of collaboration with Serie A and this deal further strengthens our partnership.”
Krzysztof Swiergiel, managing director of Eleven Poland, added: “Italian football has been at the heart of our programming at Eleven since we launched in 2015, and we’re excited to continue to be able to offer Serie A to our fans.”
Eleven Sports began broadcasting in the country in August 2015, having hit the headlines as an unsuccessful bidder for the rights to Polish soccer’s Ekstraklasa.
However, it retains less than 1 per cent of the Polish operation, which is now owned almost entirely by Polsat, the commercial broadcaster.
Serie A awarded Infront a three-year contract to distribute its international rights in April in a deal valued at €139 million ($165.1 million) per year, or €417 million over the course of the contract, from 2021-22 to 2023-24, in all territories bar the USA and the Middle East and North Africa.
Last week, C More, the Nordic pay-television operator owned by Sweden-based telecoms firm Telia, also prolonged its deal to show Serie A in the territories of Sweden and Finland, with Arena Sport, the pay-TV operator owned by Telekom Serbia, having its exclusive rights deal in the Balkans earlier this month.
The league had entered into private negotiations with bidders for the international rights for the next three-year cycle after receiving offers from 35 broadcasters and 14 intermediaries by the deadline in January.
CBS, the US national network, was recently awarded Serie A rights in the USA after outbidding incumbent ESPN, while there is a separate ongoing sales process for the contract for 24 territories in the Middle East and North Africa.
Serie A last week announced it is to open a new round of negotiations for the sale of media rights in the MENA region after rejecting the latest bids from operators.