{
  "id": 6858578,
  "title": "Serie A won’t catch the Premier League by selling its rights better",
  "url": "https://urgent.news/2026/09/12/serie-a-wont-catch-the-premier-league-by-selling-its-rights-better",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-12T04:00:00.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/serie-a-wont-catch-the-premier-league-by-selling-its-rights-better/"
  },
  "original_language": "en",
  "account": "Serie A once stood as the pinnacle of football in the nineties and noughties, featuring legendary players like Maldini, Totti, and Gattuso. However, that global dominance has diminished, with Italian football now lagging behind the Premier League in attracting overseas fans. Deloitte's latest figures reveal a concerning trend for Serie A's financials, with broadcast revenue growing just one percent and sponsorship struggling to make an impact. A particularly glaring issue is that international rights make up only around a quarter of the league's broadcast revenue, compared to the 40-50 percent in England and Spain.\n\nThe problem seems to stem from poor overseas salesmanship and a smaller, less consistent global following for Serie A. This presents an opportunity for private equity investors to close the gap and boost the league's appeal. However, the ultimate challenge remains the audience. With a smaller fan base, the league will struggle to secure the substantial broadcasting deals offered to the Premier League.\n\nDespite its rich history and the global fan base it still holds, Serie A faces stiff competition from the Premier League, which successfully captivates international audiences through a diverse mix of players, managers, and engaging content. The Premier League's success is further bolstered by innovative formats like fantasy football and enhanced media coverage, all of which contribute to a more immersive viewing experience.\n\nAs the Premier League expands its Champions League, it intensifies the competition for viewers' attention. The constant availability of top-tier European matches further diminishes the appeal of Serie A's regular fixtures outside of Italy. Research from MTM indicates that only 10 percent of non-Italian fans follow an Italian club, compared to 55 percent of non-UK fans who support a UK club. This significant disparity highlights the need for Serie A to expand its reach beyond its domestic market.\n\nWhile Serie A is already working on strategies to build a stronger international following, such as hosting matches in Australia, the real test lies in sustaining that initial interest. The league must engage fans more deeply, educate them about lesser-known teams, and foster a lasting connection with the wider Serie A community. Without this sustained engagement, even a successful overseas match will have limited long-term impact.\n\nCreating a loyal global audience is crucial for Serie A to compete with the Premier League. Private equity investment can certainly aid in this endeavor, but the league must focus on generating more of what broadcasters truly desire: passionate fans who will return week after week. Ultimately, Serie A's fate hinges on its ability to transform fleeting interest into enduring loyalty.",
  "summary": "Serie A was the creme de la creme in the nineties and noughties. Maldini, Totti and Gattuso were household names everywhere from the hills of Naples to the streets of Salford. But that global prestige has waned and our own data shows that Italian football has nowhere near the same pull for overseas football fans [...]",
  "key_points": [],
  "editors_take": "Serie A's failure to boost international rights revenue to more than a quarter of its broadcast total cements its status as a second-tier league behind the Premier League in global appeal.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}