The B4 Capital agency has retained international rights for the Coppa Italia club football knockout tournament.
The rights will cover three seasons, from 2015-16 to 2017-18, and include the annual Supercoppa pre-season competition.
Lega Serie A awarded the rights at its assembly after having held private talks with bidders.
The negotiations were initiated because the difference between the agency’s bid of just under €18m ($20.3m) per season and the second-highest offer, thought to have been from the beIN Media Group, was less than €2m per season. Spanish agency Mediapro and the IMG Events & Media agency also reportedly submitted bids.
The Infront Sports & Media agency advised the Lega on the award of the rights.