Fifa, football’s global governing body, has taken advantage of the stronger advertising opportunities offered by the winter scheduling of the 2022 World Cup in its rights sale to the Telesport marketing agency in Russia.
The Telesport agency is aiming to take advantage of Match TV’s weakened financial position and become the main buyer of sports rights in Russia, wresting control of the market from the Gazprom Media-owned broadcaster.
Russian broadcasters VGTRK, Channel One and Match TV have agreed a deal with Fifa for rights to this year’s Confederations Cup, but wrangling over rights to the 2018 World Cup continues.
TV Sports Markets understands the Telesport agency has acquired rights in Russia to four Olympic Games, the Ultimate Fighting Championship, and is currently in negotiations with Fifa for rights to the 2018 World Cup.
The 2022 Fifa World Cup will receive widespread free-to-air and pay-TV coverage in Russia after the 2Sport2 consortium picked up the rights