Content Arena is exclusive sales channel for Lega Basket international rights
By Jonathan Rest
The international media rights to Italian basketball's top-tier Lega Basket Serie A are to be sold exclusively via Content Arena, the online sports rights trading service.
SN1 Consulting, the Munich-based boutique media rights consultancy headed by Sascha Kojic, recently acquired international rights to Lega Basket for the 2020-21 and 2021-22 seasons in a tender run by the national league.
Kojic co-founded Content Arena in late 2017 with Erik Lorenz.
The service takes a percentage commission from the rights seller of the value of any deal facilitated on Content Arena, but does not charge the buyer.
To date, rights-owners have traditionally placed rights on the Content Marketplace that have gone unsold in specific territories, but this is the service's most comprehensive offering.
Rights to up to 380 live games per season will be available on Content Arena starting this week, with interested buyers able to register on www.contentarena.com for free.
Lorenz said: “We’re very happy that SN1 will use Content Arena as the exclusive sales channel for the Lega Basket rights. It is the first time that global media rights of a sports property will be sold exclusively through a digital marketplace. We look forward to bringing some of the best European basketball to our loyal global user base.”
Kojic added: “We’re excited to start this collaboration – SN1’s expertise combined with Content Arena’s global network of buyers will elevate Lega Basket’s media distribution to new heights, and help to reach more basketball fans than ever before. We also look forward to using Content Arena Rights Manager to digitise and automate our commercial and legal processes, allowing us to bring our internal process efficiency to a new level.”
The 2020-21 Lega Basket season started on 27 September.
The 16-team league features players from countries including Serbia (Miloš Teodosić, pictured), Spain (Sergio Rodriguez), USA (Kyle Hines) and Argentina (Luis Scola).
SN1's two-season deal with Lega Basket represents the first time that all live matches from the league are being marketed to international broadcasters.
The agreement covers Serie A, the knockout Coppa Italia and annual Supercoppa, but does not extend to betting rights.
International rights were previously held by Discovery, the US media giant.
Lega Basket this month concluded its domestic rights sales for the new two-year cycle, renewing pay-TV and free-to-air (and radio) contracts with Eurosport and Rai respectively.
In addition, Lega Basket last week signed off on a three-year deal with Infront, with the agency to manage the sale and organisation of sponsorship packages for all events and tournaments.
The partnership also covers creating and investing in a digital strategy to grow the organisation’s online and social media presence. This will include “post-production content creation of both recent and archive footage," Infront said.