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Business of TV Sport
Sportel Monaco 2011

AMI wins Premier League rights in Russia

The Advisers Media International agency (AMI) has become the last of the Premier League’s licensees in Europe, winning the rights in Russia for the next three seasons. AMI is understood to have paid over two-and-a-half times what it paid in its previous deal with the league, which covered the 2007-08 to 2009-10 seasons. It sold on the rights to pay-television operator NTV Plus in that period.
The agency has a good track record in the country, where it holds a range of other rights, including FA Cup and England international rights for the next two seasons. It has already acquired Premier League rights for the 2010-11 to 2012-13 cycle in 15 other countries, including most of the old CIS countries and the Baltics.

The Russian deal is a good outcome for the league after it initially received very low offers from broadcasters. The deal concludes the league’s European rights sales for the next cycle.