Speaking exclusively to TV Sports Markets, after launching the tender process for Serie A rights for the seasons 2010-2011 and 2011-2012, the league’s director general, Marco Brunelli, said: “This is the first time since Sky Italia and Mediaset Premium launched that there can be a genuine partnership between the league and its broadcasters, the kind of partnership you find in other European leagues.”
Bids for six packages of rights are due in next Monday, with the Lega confident that broadcasters will at least meet reserve prices totalling a combined €911 million a season. The Lega is being advised by the Infront Sports and Media agency.
For full details and analysis of the tender, see the latest issue of TV Sports Markets.