Pro League leans on Eleven network for broad European exposure
Belgian soccer's Pro League is to be made available across Europe, including in the big five markets, after an agreement was reached with the OneFootball and LIVENow streaming platforms.
The duo along with MyCujoo, the international soccer streaming platform acquired by international subscription broadcaster Eleven Sports in November, will show the matches.
As well as owning MyCujoo, LIVENow is the new international streaming platform of Andrea Radrizzani’s Aser Ventures, Eleven's parent, while Eleven worked with Germany-based OneFootball in the 2019-20 season to bring fans in Belgium pay-per-view access to a variety of soccer.
Eleven is in the first year of a five-season domestic rights deal worth €103 million ($124 million) per annum, and it also sells the Pro League's international rights in partnership with Mediapro, the Spanish media rights and production agency.
Beginning this weekend, MyCujoo, OneFootball and LIVENow will stream all matches of the Jupiler Pro League in the major European media markets of Germany, France, Italy, Spain and the UK, as well as Austria, Switzerland, Czech Republic, Slovakia, Hungary, Poland, Scandinavia and Ireland, significantly expanding the league's footprint.
Until the Play Offs at the end of the season, access to the matches will be free on both platforms, after which a PPV model will be applied.
Leander Monbaliu, chief business officer at the Pro League, said: "In Belgium, the reach of Belgian football is already historically large thanks to the collaboration with Eleven Sports... Through technology and platforms that make it possible for fans to customise the offer to their preference, we are expanding our audience and we can make our clubs more visible internationally."
Guillaume Collard, managing director Eleven Belgium and Luxembourg, and chief rights acquisitions officer Eleven Sports Group, added: “As part of our 'Home of Belgian Football' project, we want to offer Belgian club football an even greater international image. The agreements with our partners MyCujoo and OneFootball are an integral part of this strategy we share with the Pro League. In addition, we want to continue to respond to the evolutions in sports consumption among sports enthusiasts. More digital, more fragmentary. Again, the collaborations with MyCujoo and OneFootball indicate support."
Late last month, Eleven and Mediapro sold Pro League rights to ESPN, the international sports broadcaster, for North, Central and South America and Oceania until the end of the 2024-25 campaign. The deal excludes Canada, where DAZN holds rights.
In recent months, OneFootball has expanded its streaming offering by agreeing significant rights deals to stream live soccer games in particular markets, notably in Brazil. It now holds rights to the German Bundesliga for three years in Brazil, and for one year in the rest of South America, and free-to-air live rights to France’s top-tier Ligue 1 in Brazil for the remainder of the 2020-21 season.