The Pragosport agency has acquired domestic rights for the Gambrinus Liga, the Czech Republic’s top division of football.
The deal will run for four years, from 2014-15 to 2017-18.
Pragosport struck the deal with Stes, the marketing division of the FACR, the country’s football association.
Local media reports said that the deal is worth CZK110 million (€4m/$5.5m) per year, up from CZK90m per year in the current two-year deal with the KPS Media agency, from 2012-13 to 2013-14.
The league, which has not confirmed the value of the deal, said that it had been hoping to generate an increase of between 20 and 25 per cent in the rights fee.
“I have said for a long time that in comparison with other countries the Czech league’s rights have been undervalued,” the league’s president, Dušan Svoboda, said. “To correct this situation will take a long time, but this may be the first successful step.”