Italy’s Antitrust Watchdog Warns Against High Football TV Prices

The Italian Competition Authority, known as AGCM, endorsed the proposed marketing arrangements covering five football seasons from 2029-30 through 2033-34, according to a report published Monday by Advanced Television, citing the regulator’s assessment.

The decision gives Lega Serie A a path toward its next rights auction, potentially scheduled for early 2027, but places renewed scrutiny on how broadcasting packages are structured, how long exclusive agreements remain in force and whether consumers face excessive subscription costs.

The league is seeking to increase domestic television revenue beyond its current benchmark of approximately €900 million ($1.04 billion) per season, with broadcasting income providing essential financial support to professional clubs and lower divisions, Advanced Television reported.

The regulator, however, has emphasized that maximizing revenue should not undermine competition among broadcasters or impose unreasonable costs on football supporters.

A central concern is the distribution of high-profile matches and valuable broadcasting slots. The AGCM wants the league to create commercially balanced packages that allow multiple operators to compete for attractive content rather than concentrating the most desirable fixtures with a single provider.

Related: Supreme Court Lets DirecTV Antitrust Case Against Nexstar Move Forward

Such an approach could create opportunities for international media and technology companies, including Walt Disney Co., Paramount and Apple Inc., to enter or expand their presence in Italy’s football broadcasting market, according to Advanced Television.

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The regulator also raised concerns about the duration of exclusive broadcasting agreements.

Exclusive contracts extending beyond three years could weaken competition, discourage technological innovation and reduce incentives for broadcasters to improve their services, the report said. Arrangements involving shared broadcasting rights could help address those concerns.

The proposed framework covers domestic audiovisual rights for Serie A, the Coppa Italia and youth football competitions, making the upcoming sales process a significant commercial event for Italian football.

The AGCM also examined the league’s contingency proposal to distribute matches through a dedicated direct-to-consumer television channel if conventional broadcasting packages fail to attract buyers.

Under the regulator’s approach, such a service would remain a fallback option rather than a primary distribution strategy. Any implementation would be subject to limits on its duration and requirements ensuring fair access for distribution partners, according to Advanced Television.

The regulator’s approval does not amount to unconditional authorization of the final commercial arrangements. The authority has retained the power to intervene should the eventual auction structure restrict competition or adversely affect viewers.

The decision highlights the challenge facing European football leagues as they seek to extract greater value from broadcasting contracts while audiences increasingly consume sports through a combination of traditional television and streaming platforms.

Source: Advanced Television