Disney+ has entered the world of the men’s sports television market, and it has done so with a bang. The American streaming platform has secured, for the first time, the rights to broadcast live matches of the Champions League in some European countries. According to reports from L’Équipe, one of these should be Belgium – starting from 2027. TheGuardiannames Sweden and “other unspecified countries”. In Belgium, in particular, Disney+ would have acquired the television rights not only for the Champions League but also for the Conference and Europa League, until 2031. Until now, the three cups were broadcast on four different audiovisual channels.
This is not the first time Disney+ has approached the world of football. The platform holds exclusive rights across Europe for the women’s Champions League matches and those of the Conference and Europa League in Sweden and Denmark. The novelty, therefore, is the entry into the market for the rights to the most important men’s competition, an operation that effectively transforms Disney+ into a potential buyer for wealthier countries as well. Last year, UEFA and UC3 (the joint venture in Nyon created to manage and market the rights of the three continental cups) secured increases of between 20 and 30% compared to existing contracts in the auction for the five main European markets (United Kingdom, Spain, Germany, Italy, and France) and achieved further growth in the current sales round.
The interest of streaming platforms in football is not new. The Italian case is emblematic, as DAZN holds the rights to all Serie A and Serie B matches, while Prime Video exclusively broadcasts one Champions League match for each matchday. Abroad, in continental Europe, the situation is similar: last November, for example, Paramount+ acquired the rights to the Champions League in the United Kingdom and Germany. This diversification of rights across multiple platforms is usually welcomed by clubs and national leagues, as it brings in more revenue and demonstrates the growing interest in European football matches. UEFA also predicts that, once the matches are concluded, the total value of its TV rights will exceed five billion euros per year.