Zee secures exclusive Serie A media rights for India

Zee Entertainment Enterprises Ltd (ZEEL) has acquired the exclusive broadcast and digital rights for Italy's premier football competitions—Serie A, Coppa Italia and Supercoppa Italiana—for India and six other South Asian markets in a five-year deal, strengthening its play in premium sports broadcasting and streaming.

The agreement, which comes into effect from August 22, 2026, covers India, Bangladesh, Sri Lanka, Nepal, Bhutan, Afghanistan, and the Maldives. Fans across these markets will be able to watch live matches, highlights and football programming on ZEE5 and the company's Unite8 Sports channels.

The acquisition marks another strategic step in Zee's effort to build a comprehensive football ecosystem as competition for premium sports rights intensifies among broadcasters and OTT platforms. Live sports remain one of the biggest drivers of subscriber acquisition, viewer engagement and advertising revenues, making global football leagues increasingly valuable content assets.

Serie A is among Europe's most-followed football leagues and is home to some of the sport's most iconic clubs, including AC Milan, Inter Milan and Juventus. The league also features internationally recognised players such as Lautaro Martínez, Paulo Dybala, and Mateo Retegui, helping it attract a large global fan base.

With the addition of Serie A and its domestic cup competitions, Zee expands a football portfolio that already includes FIFA tournaments and Germany's Bundesliga. The company is positioning itself as a year-round destination for football fans, while also creating a stronger proposition for advertisers seeking premium live sports inventory.

"Our commitment is to build a robust football ecosystem that brings Indian fans closer to the sport through premium content and a quality viewing experience," said Bavesh Janavlekar, chief business officer, Unite8 Sports, Zee Entertainment Enterprises Ltd.

He added that the inclusion of Serie A alongside FIFA and Bundesliga further strengthens Zee's ability to offer compelling football content while creating opportunities to deepen fan engagement beyond live matches.

The company said the expanded portfolio, backed by its linear television network and digital platform, is expected to broaden the reach of Lega Serie A competitions across the subcontinent. With upcoming seasons of Serie A, Bundesliga and multiple FIFA tournaments, Zee believes it is well placed to capitalise on the growing appetite for international football and strengthen its position in India's evolving sports media landscape.