The e-commerce giant will broadcast 36 games, the other 28 on Rai
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A return to habits, together with another step towards the revolution. The World Cup returns to Rai screens after the historic exception of Russia 2018, when the competition was broadcast by Mediaset. At the same time, Qatar 2022 welcomes a new coup from Amazon in sports TV rights in Italy.
Public television purchased the B1 package put on sale by Fifa in our country for about 135 million. These are the best 28 matches of the World Cup next year, including the semi-finals and the final. In practice, the big match of every day. The e-commerce giant has secured the other 36 matches for around 60 million, as well as the semifinals and final which will therefore be broadcast both in the clear by Rai and for payment via streaming. The absolutely atypical location of the World Cup in the Gulf desert was decisive to entice Amazon. From November 21st to December 18th, ideal for Jeff Bezos’ multinational which at that time faces its most important challenge with the shipment of packages for Christmas gifts. Now is the best time to maximize Prime Video channel memberships. Not surprisingly, Amazon bought the rights to two Premier League matches in December. He would have liked a similar scheme also in Italy, but the Lega Serie A did not agree.
Overall, Fifa closed the Italian auction at around 190 million, in line with the revenues of the 2014 World Cup in Brazil (180 million). Obviously much more than in Russia 2018, a competition conditioned in our country by the elimination of Italy by Gian Piero Ventura with Sweden. Rai pulled back, favoring Mediaset’s bet which decided to bet 80 million, paid off by the audience and advertising revenues (95 million). The Berlusconi family TV tried again, but stopped at a lower offer.
Rai has left behind the television sacrilege of three years ago, enticed by the encouraging results of Roberto Mancini’s national team. And Amazon scored another point in favor of streaming with the World Cup, after the 80 million a season paid to Uefa to buy the best 16 Wednesday games of the Champions League 2021-24. –
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