The European Broadcasting Union (EBU) has agreed a sublicensing deal with DAZN for the 2025 Fifa Club World Cup in 11 Central and Eastern European markets, SportBusiness understands.
In five of the territories — Bulgaria (BNT), Malta (PBS), Montenegro (RTCG), Turkey (TRT) and Ukraine (Suspilne) — the EBU has secured commitments from its members.
In the remaining six — Albania, the Czech Republic, Hungary, Kosovo, Romania and Slovakia — deals are not yet thought to have been reached with the relevant member broadcasters, but the territories are part of the EBU’s remit.
Should a deal not be reached with EBU members in time for the competition, which begins on June 14, SportBusiness understands that the EBU will attempt to sublicense the rights in the remaining six territories to non-member broadcasters.
In all 11 territories except for Bulgaria and Ukraine, the EBU now holds the rights to all 63 matches co-exclusively with DAZN. In Bulgaria and Ukraine, the member broadcasters are understood to have the right to show between one to two matches per match day co-exclusively.
No further territories are expected to be added to the EBU’s remit.
DAZN acquired global rights to the Club World Cup in December and has been sublicensing rights to broadcasters ahead of the tournament, which takes place from June 14 to July 13.
In certain bigger European markets, DAZN has sublicensed rights directly to broadcasters, especially in its core markets.
Deals are in place with various commercial free-to-air channels in Europe, including Mediaset, for 22 matches in Italy and Spain, TF1 for two matches in France, and Channel 5 for 23 matches in the UK.
DAZN is thought to have offered the EBU and European broadcasters different options to acquire Club World Cup, including:
- Co-exclusive rights to all 63 matches;
- Co-exclusive rights to two matches per day of the tournament;
- Co-exclusive rights to one match per day of the tournament.
In different markets worldwide, DAZN intends to retain at least co-exclusivity to all Club World Cup matches.
SportBusiness understands that public broadcasters in larger markets were hesitant to make a hefty financial commitment for the tournament, both before and after DAZN acquired the rights.
The process for both DAZN and the EBU was further complicated by the overlapping Uefa Women’s Euro, which runs from July 2 to July 27. Many European broadcasters have committed to showing at least the top fixtures from the competition.
The rights are held in 34 European territories by EBU member public broadcasters. For generalist channels, especially public-service channels, it is hard to justify making more room in the schedules for football.
ANALYSIS: DAZN’s Club World Cup sublicensing defies industry expectations
In the five confirmed territories for the EBU’s Club World Cup deal, broadcasters which have secured the rights have either multiple channels – or a dedicated sports channel – or are carved out of EBU’s women’s Euro deal, such as in Ukraine. BNT, PBS, RTCG and TRT are all part of the EBU’s wide-ranging women’s Euro deal and have multiple channels or broadcast platforms.
Prior to striking its deal with DAZN, Fifa had been targeting lucrative deals with broadcasters on a market-by-market basis. A full SportBusiness Media analysis of DAZN’s deal for Club World Cup rights can be read here.
Since taking on the rights in December, DAZN has been striking sublicensing deals around the world. In territories where it does not operate, including China and Russia, exclusive agreements for rights to the tournament have been struck with local broadcasters.
In China, the Club World Cup deal with streaming platform Migu was done directly with Fifa. In Russia, streaming platform Okko secured exclusive rights, with the deal being struck through a third-party intermediary.
A full SportBusiness Media analysis of DAZN’s Fifa Club World Cup rights sublicensing strategy can be read here.