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Uefa sees sharp fee hike from club competitions in Balkans on strong interest

Red Star Belgrade's Serbian defender Nemanja Milunovic (2nd-R) celebrates after scoring a goal during the UEFA Champions League Group B football match (Photo by PEDJA MILOSAVLJEVIC / AFP) (Photo by PEDJA MILOSAVLJEVIC/AFP via Getty Images)

Uefa has more than doubled the value of its club competition media rights across five Balkan countries, awarding almost all rights to aggressive bidder Telekom Srbija, as the telco’s battle with rival United Media intensified.

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Rights-holders and agencies are racing against time to sell sports media rights in the Balkans as competition threatens to subside between the market’s two main media groups, Telekom Srbija and United Media.