Megogo ends MGU's 10-year run to land Champions League rights in Ukraine
Megogo, the Eastern European streaming service, has secured exclusive rights in Ukraine to European soccer’s club competitions for the next three-year cycle.
For the first time, the platform will show the elite Uefa Champions League, secondary Europa League and new third-tier Europa Conference League for the 2021-22 to 2023-24 seasons, as well as the annual Super Cup.
Megogo will have rights to show matches across all platforms. Its first broadcast will be the Super Cup scheduled for 10 August.
European soccer’s governing body Uefa and its Team Marketing agency went to market in Ukraine at the end of October, with first round bids due on 19 November.
In the present three-year cycle, the Champions League and Europa League are shown in Ukraine by Media Group Ukraine, which operates pay-TV offerings Football 1, Football 2 and Football 3, and cable operator Volia.
That deal marked Volia's first real entrance into the sports rights market in Ukraine.
MGU has held rights to the Uefa competitions for the last 10 years.
Megogo is believed to have fought off competition from MGU and Setanta Sports, which launched in the country ahead of the 2019-20 season armed with rights to England's Premier League and is adding Germany's Bundesliga for the 2021-22 season.
Vladimir Borovik, chief executive of Megogo, said: "For the first time in the history of Ukraine, an OTT service has won the tender for showing the most important matches of European clubs. Now a new football chapter for the Ukrainian fan is starting."
In recent months, Uefa has awarded rights to its competitions to Eleven Sports in Portugal, Proximus and RTL in Belgium, and Ziggo Sport and RTL in the Netherlands, while a tender was rececntly launched for the Republic of Ireland.
After landing rights to the Uefa competitions, it has been reported that Megogo will no longer provide MGU’s channels to its users after failing to renew its carriage agreement with the media holding company.
MGU has denied the decision was taken because it lost out on the Uefa rights, and insists it remains keen to strike a deal.
Negotiations between the two parties are believed to be ongoing.
If a new carriage deal is not struck, it will mean Megogo’s customers will be unable to access channels such as Shakhtar TV, the in-house channel of the domestic soccer giants Shakhtar Donetsk.