Serie A rights approval puts exclusivity under scrutiny

Italy’s competition authority has approved the framework for selling Lega Serie A’s domestic audiovisual rights for five seasons from 2029/30, while warning that lengthy exclusive agreements could weaken competition and harm viewers.The Autorità Garante della Concorrenza e del Mercato’s decision, published on October 5, covers Serie A, Coppa Italia, Supercoppa Italiana and the Primavera competitions, with the final packages still to be established through the tender process.In its assessment, the AGCM stated: “Packages must therefore be designed to offer end users, as far as possible, competing rather than complementary offers.”The distinction addresses the risk that supporters must buy several subscriptions to obtain the coverage they want, rather than choosing between providers offering comparable access to matches.The authority favours packages containing a substantial proportion of shared fixtures, allowing multiple broadcasters to compete on price, service quality and innovation instead of relying on exclusive access to particular games.It also wants more detailed criteria governing the balance between packages, with their attractiveness assessed through the teams involved, broadcast times and audience appeal rather than simply the number of matches included.That approach would require major fixtures and desirable scheduling slots to be considered when structuring the rights, giving competing operators a credible product to offer subscribers.The AGCM raised particular concerns about exclusive arrangements lasting more than three years, arguing that longer commitments do not support a healthy competitive environment when exclusivity remains in place.Its approval of the five-season framework therefore comes with a clear preference for reducing exclusive coverage across a substantial part of the rights, rather than an unconditional endorsement of five-year exclusive contracts.Lega Serie A is seeking to improve domestic rights income from a baseline of approximately €900m per season, with broadcasting revenue remaining central to club finances and the wider professional football system.The guidelines permit different combinations of exclusive and non-exclusive rights across satellite, digital terrestrial television, streaming and mobile services, leaving scope for bidders using different distribution models.The authority also examined the proposed league-owned channel that could be introduced if conventional live rights packages remain unsold, treating that route as a residual option rather than the primary sales model.It called for clearer activation criteria and distribution agreements aligned with the maximum duration applicable to rights licences, alongside fair and non-discriminatory arrangements for the necessary technical and commercial services.The decision does not award rights or settle the composition of the eventual packages, with those details remaining subject to the invitations to tender.The AGCM has retained its power to scrutinise the final sales process and intervene if package design or allocation undermines competition, making the league’s implementation of the guidelines the next significant regulatory test.