Uefa and Team Marketing’s latest deals across the Balkans with Telekom Srbija, HRT and broadcasters in Kosovo have produced total income very close to the current cycle, signalling a sudden lack of competition from United Media Group.
Rights-holders and agencies are racing against time to sell sports media rights in the Balkans as competition threatens to subside between the market’s two main media groups, Telekom Srbija and United Media.
Uefa Champions League fees are up in the Czech Republic, Slovakia and Kosovo, while a big increase for rights to second and third-tier competitions in Romania mitigated a lower Champions League fee.
Fevered competition between Telekom Srbija and United Media Group has produced one of the biggest cycle-on-cycle increases in the history of the sports media rights business.
Infront has secured a monstrous increase for Italian Serie A rights in the Balkans, leveraging fierce competition and its European Handball Federation joint-venture deal with DAZN.
The rivalry between United Media and Telekom Srbija is having dramatic effects on the sports broadcasting landscape in the Balkans and beyond.
LaLiga has started its European sales round strongly, gaining impressive fee increases from both the Nordic and Balkan regions in the first deals since the lifting of the three-season limit.
Uefa has more than doubled the value of its club competition media rights across five Balkan countries, awarding almost all rights to aggressive bidder Telekom Srbija, as the telco’s battle with rival United Media intensified.
Telco Telekom Srbija, majority owner of the Arena Sport channels, has acquired NBA rights in the Balkans from the 2019-20 season, according to local media reports
IMG continues to recoup its investment in English Premier League rights in Eastern Europe with a new deal with pay-television broadcaster Sportklub in the Balkans.
Aggressive bidding from telcos has helped Uefa substantially grow the value of its club competition rights in Bosnia and Herzegovina, Croatia, Macedonia, Montenegro and Serbia.