Ademola Lookman is one of several Nigerian players in Serie A this season. (Mateusz Slodkowski/Getty Images)

SportyTV, the African sports broadcaster owned by Sporty Group, has secured free-to-air (FTA) rights to Spanish soccer’s LaLiga and Italy’s Serie A while renewing its deal for England’s second-tier EFL Championship and adding the Carabao Cup competition.

The media group’s exclusive five-year deal for LaLiga covers Spain’s top-flight and second division.

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The contract begins this season and runs through the 2028-29 campaign.

Under the agreement, SportyTV will broadcast one LaLiga match and one Segunda Division match each week exclusively in Nigeria and Ghana.

Additionally, SportyTV holds the rights to sublicense these broadcasts to 24 other African territories, including Angola, Botswana, Cape Verde, Equatorial Guinea, Eritrea, Eswatini, Ethiopia, Gambia, Guinea-Bissau, Kenya, Lesotho, Liberia, Malawi, Mozambique, Namibia, São Tomé and Príncipe, Sierra Leone, Somalia, South Africa, St. Helena and Ascension, Tanzania, Uganda, Zambia, and Zimbabwe.

As well as live match broadcasts, the platform’s coverage will include highlights from both LaLiga divisions. In addition, SportyTV will offer weekly programs featuring pre-match and post-match analysis and content across social media platforms.

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As part of a multi-faceted long-term agreement, Sporty Group’s SportyBet brand was also recently unveiled as the official betting partner of LaLiga in Africa.

The LaLiga tie-up enhances the broadcaster’s Spanish soccer content as it already holds the Spanish Super Cup rights.

The rights deal with SportyTV is LaLiga’s third in Africa after partnering with pay-television operator StarTimes and pay-TV network AzamTV earlier this year.

Meanwhile, SportyTV’s deal with Serie A will ensure live FTA coverage exclusively in Nigeria and Ghana, and English and Portuguese-speaking countries in Sub-Saharan Africa.

Additionally, SportyTV will sublicense these rights to 20 other countries (Angola, Botswana, Eritrea, Eswatini, Ethiopia, Gambia, Kenya, Lesotho, Liberia, Malawi, Mozambique, Namibia, Sao Tome and Principe, Sierra Leone, South Africa, St. Helena and Ascension, Tanzania, Uganda, Zambia, and Zimbabwe).

The sports network will air one match per round from the Italian top-flight.

As part of its enhanced coverage, SportyTV will create a ‘Super Sunday’ programming block, featuring the two marquee matches from both LaLiga and Serie A with pre-match and post-match content.

SportyTV will regularly feature matches from all the top teams in Italy, along with highlights and social media content.

Although Nigerian star Victor Osimhen will not feature in Serie A this season as he finalises a loan move to Turkish giants Galatasaray, the league still has several national team players including Atalanta's Ademola Lookman and AC Milan's Samuel Chukwueze. 

SportyTV’s deal for the EFL Championship and Carabao Cup is a four-year extension running through the 2027-28 season.

The renewal was brokered by the Pitch International agency, which sells global media rights for the EFL.

SportyTV will continue to show 107 matches per season from the Championship, including the play-offs.

The African media company will broadcast 16 matches from the Carabao Cup, including two matches each from rounds two, three, four and five, as well as the semi-finals, and the final. Additionally, SportyTV will have the flexibility to choose one additional match.

SportyTV has had a relationship with Pitch to show EFL matches since its inception in 2022.

The platform has an extensive portfolio of premium soccer rights, including the Premier League, Germany’s Bundesliga and DFB-Pokal, Saudi Pro League, and Copa Libertadores.

SportyTV also held rights to the UEFA European Championship over the summer.