Representatives from the Infront Sports & Media agency and the Italian Serie A soccer league have finally reached an agreement on a new media rights partnership, according to reports in the Italian press.
The new deal, still not confirmed officially by Infront, will see the agency continue to manage the domestic and international media rights to the top domestic soccer league in Italy until the end of the 2018 season.
The initial agreement between the league and the Italian subsidiary of the Swiss agency, signed in 2009, was scheduled to expire at the end of the 2015/16 season.
The new deal, which will kick in from the 2015/16 season and last for three years, will guarantee the league €980 million per season – more than the €900 million annual payment Infront guaranteed last time, but less than the league had been demanding.
The rights have been subject to intense speculation, with competition from at least two other agencies.
According to sources such as Gazzetta dello Sport, there is a clause in the new deal that automatically extends the agreement for a further three years, to last until 2021, should Infront achieve sales of €1.04 billion annually in the first three-year period.
The second three-year period would see Infront guarantee the league €1 billion per season.
In total, should the the second three-year period be triggered, Infront have guaranteed the the league €5.94 billion over six years.
Infront’s fee for the commercialisation of the media rights will also be reduced. At present, reports suggest the agency collects €40 million for every €1 billion in sales.
Serie A’s current cycle of domestic TV rights were sold on by Infront for an estimated €850 million in 2011.