Sky Sport Italia and Perform have won the TV rights to Serie A for 2018-21 for €973m per year after Mediaset pulled out.
The bidding war had to resume after Mediapro saw their initial victory wiped out on appeal due to anti-trust laws.
Mediaset Premium had also been in talks for the rights today, but pulled out after the first round of bids.
“The rights have been assigned to Sky and Perform, while Mediaset did not present an offer,” confirmed Genoa President Enrico Preziosi.
“The offers were frankly better than we expected them to be. It was a difficult day, all negotiations are fraught, but at the end we all resolved it.”
The final figure is slightly below the target of €1.05bn, but a slight increase on the previous three years at €943m.
It looks as if the two companies will work together to ensure fans don’t need to purchase two different pay-per-view broadcaster contracts.
There are also assurances that the legendary programme 90’ Minuto, the first to show highlights of Sunday games on free-to-air TV, won’t have to be postponed to the evening.
Watch Serie A live in the UK on Premier Sports for just £9.99 per month including live LaLiga, Eredivisie, Scottish Cup Football and more. Visit: https://www.premiersports.com/subscribenow