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Business of TV Sport
Sportel Monaco 2011

Sportfive set for timely Asian Euro 2012 boost

The Sportfive agency is set to secure an important victory in agreeing a deal with Uefa, European football’s governing body, for the Euro 2012 media rights in Asia and Oceania.
The Lagardère-owned company, which is in the process of concluding the long-form contract, beat competition from rivals IMG, Dentsu and Infront Sports & Media to win the rights, which cover Asia and Oceania excluding Japan, Malaysia and Indonesia.

The deal is a much-needed win for Sportfive, whose international division has struggled in recent times with the loss of key rights and key personnel.

In Japan, Uefa awarded the rights to Dentsu. Uefa agreed direct deals with broadcasters in Astro, with pay-television operator Astro, and in Indonesia with commercial broadcaster RCTI. The two deals cover not only Euro 2012 but also Euro 2016. Uefa allowed broadcasters to bid for two competitions and was happy to close deals in those markets where it received strong offers from reliable partners.

For the full story see the latest issue of TV Sports Markets.