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Setanta Sports expands Bundesliga rights to new countries

The deal includes the renewal of rights in 10 European and Asian countries, plus three new Baltic territories.

The deal includes the renewal of rights in 10 European and Asian countries, plus three new Baltic territories.

Bundesliga Setanta Sports promotional graphic.
(Courtesy graphic)

German professional sports organization Bundesliga International has renewed its telecast agreement with Setanta Sports that allows the broadcaster to air soccer matches in more than a dozen countries, the companies announced this week.

The deal allows Setanta Sports to broadcast first- and second-division Bundesliga matches in 10 European and Asian countries, including Armenia, Azerbaijan, Georgia, Kazakhstan, Turkmenistan and Ukraine. It also expands Setanta’s telecast agreement to three Baltic territories: Lithuania, Latvia and Estonia.

“Our partnership with Setanta Sports is already well-established and is built on a strong foundation of mutual trust and a shared vision: to deliver a world-class product to fans around the world,” Peer Naubert, the Chief Marketing Officer of Bundesliga International, said in a statement on Monday. “Furthermore, we are delighted that this extension takes us to beyond 10 years of working together in a region that we have a very close and special relationship with.”

“Setanta Sports has a long history of cooperation with Bundesliga International. We are delighted that today’s two announcements will ensure the continuation of this relationship into the future. It is a great pleasure to secure the rights for an additional four seasons up to the end of 2028-29 across the region,” Bacha Malazonia, the deputy CEO of Setanta Sports, said this week. “Setanta Sports is also particularly pleased to have been able to expand the reach of Bundesliga on our platforms and become the new home of Bundesliga in the Baltics.”

Headquartered in Dublin, Setanta Sports is owned by Georgia-based sports television platform Adjara Sport. In addition to Bundesliga rights in certain countries, Adjara Sports holds the broadcast licenses for other popular sports franchises, including the Premier League, Austrian Bundesliga, Ultimate Fighting Championship (UFC) and several professional tennis tournaments.

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Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 10 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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