Commercial and pay-television broadcaster All Media Baltics has secured English Premier League rights across Estonia, Latvia and Lithuania for a further three seasons, from 2019-20.
All Media Baltics’ new deal was agreed with the Saran Media agency. The broadcaster has acquired rights to 200 matches per season to be exploited across all its platforms in all three local languages.
All Media Baltics held rights to the Premier League in the 2016-17 to 2018-19 cycle. This agreement was also signed with Saran, which had acquired rights from IMG across the Baltics and Central Asia. In the 2016-19 cycle, IMG acquired rights directly from the league to 27 territories across Central and Eastern Europe, and Central Asia.
Football has limited appeal in the Baltics, with basketball and motorsports more popular, however there has been signs of increased interest in the sport in Estonia.