Adjarasport picks up Austrian Bundesliga rights amid Kiteishvili interest

Georgian sports broadcaster Adjarasport has acquired Austrian Bundesliga rights until the end of the 2020-21 season, amid interest in national team player Otar Kiteishvili.

Adjarasport’s rights cover the remainder of the 2019-20 season, which will restart on June 2 following the Covid-19 pandemic.

The broadcaster acquired rights from sports and betting-related services company Sportradar. In 2017, Sportradar acquired domestic platform-neutral highlights and clips rights and international and betting rights from pay-television broadcaster Sky Österreich, in a four-season deal, from 2018-19 to 2021-22.

Sky Österreich holds a eight-season deal, from 2018-19 to 2025-26, with the Austrian Bundesliga for global rights.

Demand for the league’s international rights is limited, but Adjarasport’s interest comes because of local interest in in Otar Kiteishvili (pictured), who plays for SK Sturm Graz.

The broadcaster had been active in seeking sports rights in Georgia for the last 18 months, and currently holds rights to other European football properties including the English Premier League, Spain’s Copa del Rey, Germany’s DFB Pokal, Italy’s Coppa Italia, as well as mixed martial arts’ UFC and women’s tennis’ WTA.

Austrian public-service broadcaster ORF last week finalised its acquisition of live Austrian Bundesliga rights ahead of the league’s return. ORF struck an agreement with Sky and will show a total of 15 matches between now and the end of the season. The matches will comprise 10 from the Championship Group, which includes the top six sides, and five from the Qualification Group, which is made up of the bottom six clubs.