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Amazon to bid for Italy's Champions League rights

Amazon are preparing a bid for Italy’s UEFA Champions League rights, according to Milano Finanza.

The Italian newspaper has reported that the ecommerce giant is considering making a move for the broadcasting rights, amongst a number of other potential bidders.

Sky Italia are the current holders of the exclusive rights to UEFA’s infamous European competitions, the Champions League and Europa League, in a three-year deal worth €300 million a year, which is set to expire in 2021.

Other potential bidders include Sky, Mediaset, Rai, TIM and DAZN. Mediaset broadcasted some Champions League games last season as part of a sub-licensing deal with Sky. DAZN has already moved into Italy’s broadcasting spectrum, having shown domestic coverage of Serie A.

It is unknown at this stage how many games Amazon could be bidding for, however, the report from Milano Finanza claims that the company is ‘determined to win part’ of the games on offer.

Jeff Bezos’ global retailer has shifted much of its focus towards its streaming platform Prime Video, as it looks to compete with rivals Netflix, Apple TV and YouTube. Sports broadcasting offers a lot of potential revenue for those who secure the rights, so it comes as no surprise that Amazon, alongside other non-traditional broadcasters, want to move into purchasing the rights in top European leagues and competitions.

In December 2019, Amazon announced that it would be showing 16 UEFA Champions League group stage and knockout games per season in Germany.

The sales process was launched earlier last month by the Team Marketing agency, who is in charge of selling Champions League rights and an October 12 deadline has been set for broadcasters to submit their bids.

Meanwhile, Milano Finanza also reported that Amazon could be showing some Serie A fixtures on its Prime Video service if CVC’s 10 per cent bid in a new media rights business is successful.

Author: Jake Wilkin