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Serie A to air on iQiyi in China from the start of next season

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The OTT platform has agreed a two year deal with the Italian top flight

Serie A has agreed a two year broadcast deal with live streaming platform iQiyi Sports to show action from the Italian top flight for the next two seasons. The agreement will activate at the beginning of the upcoming 2022/23 campaign in August.

The deal indicates a change, with Serie A having previously announced that they would partner with Migu, a broadcaster owned by China Mobile. Migu was reportedly set to become the exclusive live streaming partner for Serie A in the country but they seem to have been replaced by iQiyi.

As part of the iQiyi deal, Chinese fans will get access to Serie A matches via live stream, as well as news, highlights and fan content. Premium subscribers will also be entitled to commentary in multiple languages.

The deal is exclusively online as the Baidu-owned live streaming company does not broadcast on traditional television. The agreement was brokered between the China Sports Media organisation and Infront, the company which deals with Serie A's global rights contracts.

This latest deal gives iQiyi an even greater market share of football rights in the country, adding to a portfolio which already includes exclusive rights to the Premier League, La Liga, the UEFA Champions League and more.

This agreement comes in a run of recent deals done by the Italian top flight with various organisations. Several weeks ago, Serie A signed a deal with a tech company to produce automated football highlights, around a month ago they became the first major league to broadcast football on the metaverse and at the start of the 2021/22 season they also made history by selling their domestic rights to live streaming platform DAZN.

Serie A continue to push boundaries and sign deals in an attempt to maximise their global audience and nurture a growing image as one of the most modern and tech-savvy sports organisations in the world.

Stick around for more football news from the great team at Sporticos.

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