Exclusive: Mediaset wins TV rights for next 3 seasons of Italian Cup – sources

The Mediaset tower is seen in the headquarters ahead of the commercial broadcaster's annual general meeting in Cologno Monzese
The Mediaset tower is seen in the headquarters ahead of the commercial broadcaster's annual general meeting in Cologno Monzese, near Milan, Italy, June 22, 2021. REUTERS/Flavio Lo Scalzo

July 1, 2021

By Elvira Pollina

MILAN (Reuters) – Italy’s top commercial broadcaster Mediaset has won exclusive TV rights for the next three seasons of the Italian Cup competition, paying 144.6 million euros ($172 million), three sources close to the deal told Reuters.

The deal, which also includes the right to screen the finals of the SuperCoppa Italiana, will increase Mediaset’s live soccer offer after the broadcaster secured the right to screen 121 Champions League soccer matches per season in the three seasons to 2024.

Italy’s top flight soccer league Serie A aimed to raise at least 126 million euros from the sale of domestic rights to screen the Italian Cup matches, sources had said last month.

Serie A clubs awarded Mediaset with the Coppa Italia TV licenses at teleconferenced meeting on Thursday.

Mediaset declined to comment.

State broadcaster RAI spent 105.6 million euros to air the matches of the past three seasons of the Coppa Italia tournament.

Earlier in the day, Mediaset Chief executive Pier Silvio Berlusconi said existing deals the company had struck in Italy on live soccer matches for the next three seasons, including an accord to handle sport streaming service DAZN’s advertising business connected with Serie A, would generate over 100 million euros in yearly advertising revenue.

(Reporting by Elvira Pollina, editing by Valentina Za, Kirsten Donovan)