Sky Italia is understood to be paying €580 million each season for the ‘Platinum’ package, covering live satellite rights for all 380 Serie A matches each season. The Lega and its adviser, the Infront Sports & Media agency, had asked for €570 million for 2010-11 and €578 million for 2011-12.
Mediaset Premium has won the rights for the ‘Gold’ package, covering live digital terrestrial rights for 12 teams. It is thought to have exceeded the asking price – €210 million for the first season and €225 million for the second season – by a nominal amount.
The combined deals mean that Lega Calcio has secured close to €800 million a year so far, with one more live package, free-to-air and satellite highlights packages and radio rights yet to be sold. The bid from digital-terrestrial broadcaster Dahlia TV for the secondary DTT live rights package was below the €70-75 million-a-season asking price.
The Lega also received bids from RTL for the radio rights and TheBlogTV – thought to be for internet rights. State broadcaster Rai, the only realistic bidder for the free-to-air highlights rights, did not bid and is looking instead to thrash out a deal in private talks with the Lega.