Italian football set for windfall after agreeing US$7bn Infront deal

01 February 2009 | Posted in Broadcast, Soccer | By Adam Fraser

Lega Calcio, which controls the media rights for domestic Italian soccer, has formalised a six-year deal with Infront Sports & Media that sees the agency take on the role of exclusive national and international media rights adviser for Serie A, Serie B, the TIM Cup (national cup) and the TIM Supercup.

The basis of the original agreement was drawn up last summer. The main contract will run from the 2010/11 season, for six seasons, ending on 30 June 2016.

SportsPro has learned that Infront will guarantee Lega Calcio US$1.15 billion (€900 million) per season over the course of the six-year partnership. That represents a massive boost to Lega Calcio - especially given the fact that, in previous seasons, some rights had remained unsold - and is further demonstration of Infront's growing role in world sport.

'The new centralised distribution process for the period starting from the 2010/2011 season will set new standards in terms of clarity, transparency and market efficiency,' said a statement from Infront.

'The restructured distribution plan will allow the introduction of specifically-designed rights packages for media rights licensees, with the aim to generating the widest possible audience for Lega Calcio programming worldwide.'

"This is an historic agreement for us, the beginning of a new era for Italian football. The Lega's Assembly is to be congratulated on its careful analysis of the various highly competitive proposals," said Antonio Matarrese, President of Lega Calcio.

"All the clubs agreed that the Infront offer not only provides strong financial guarantees but also best meets the needs of both Serie A and B and the interests of Italian football as a whole.

"As in a good marriage, we looking forward to building a relationship with Infront based on mutual trust, respect, loyalty and shared objectives and working with Infront Italy's president Marco Bogarelli, Andrea Locatelli and Philippe Blatter and their experienced support teams."

Mr Bogarelli said: "We are delighted with this result, which we see as recognition of our long experience in the management of media rights to major sports properties, both in Italy and on a worldwide basis."

Among the projects under discussion is the creation of a dedicated Lega Calcio television channel.

Infront, which recently began a long-term deal with German Bundesliga side Schalke 04, also works with clubs including Werder Bremen, Lazio and Sparta Prague, and the national Ligue 1 in France.

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