Difficulties in the Greek media market meant Uefa suffered a decrease of about 23 per cent in the value of national team qualifying matches last month.
Uefa’s latest deal for its national team rights in Austria is evidence of a change in strategy for sales in Europe from 2018-19, as European football’s governing body attempts to meet its targets for both revenue and exposure.
New inventory and strong broadcaster competition has seen the value of Uefa’s package of national team rights increase markedly in Scandinavia.
Last-minute Euro 2016 free-to-air sales have continued in sub-Saharan Africa, with deals secured in the key markets of Kenya and South Africa.
Uefa’s much-reduced deal for Euro 2016 rights in Spain reflects an advertising market yet to recover from the financial crash of the late 2000s.
Free-to-air sales in sub-Saharan Africa for the Euro 2016 tournament are well underway, with the CAA Eleven and TV Media Sport agencies enjoying some success in their respective territories.
Greek public-service broadcaster ERT’s acquisition of two blue-chip properties is a sign it may slowly be recovering after its short-lived closure almost two years ago.
Huge debts and the threat of insolvency mean TVR, Romania’s public-service broadcaster, is struggling to agree a deal for this summer’s Euro 2016.
Concurrent auction processes for three UK media rights deals in recent weeks generated strong competition between free-to-air broadcasters, helping each rights-holder to a healthy fee increase.
Uefa has agreed a deal in principle with the Telesport agency for Euro 2016 rights in Russia, a deal which appears to have been worth the wait for European football’s governing body.
The Saran Media agency has suffered mixed fortunes in Turkey over the last fortnight, securing rights to England’s Premier League but losing out on Euro 2016 to Turkish state broadcaster TRT.
TV Media Sport added football’s European Championship to its free-to-air portfolio in sub-Saharan Africa, securing a buyout deal with Uefa.
After protracted negotiations over a UK deal for Euro 2016 and 2020, Uefa last week signed off on a valuable deal with long-term partners the BBC and ITV.