StarTimes, a Chinese media company, has announced a landmark agreement with LALIGA, Spain’s premier football league.
The agreement has granted the media company the rights to broadcast LALIGA EA Sports and LALIGA Hypermotion for the next five seasons in sub-Saharan Africa.
The deal, which runs until the 2028–29 season, has secured StarTimes the rights to broadcast the Spanish competition’s league matches in English, Portuguese, and local languages across sub-Saharan Africa, excluding French-speaking territories.
Tiffany Shao, Sports Acquisition and Operation Director of StarTimes, said, “We are thrilled to share the news of our successful bid for the LALIGA broadcast rights, securing access to one of the most prestigious football competitions globally. Soccer is at the heart of StarTimes’ sports content strategy, and this latest acquisition underscores our dedication to delivering top-notch football entertainment to our subscribers.”
Melcior Soler, LALIGA’s Audiovisual Director, said, “Reaching our audience is essential for us, and partnering with StarTimes is key to deliver our best-in-class content to all our fans in the Sub-Saharian region.”
StarTimes is a major African entertainment provider, offering digital TV options like satellite and terrestrial television. The media company also has a popular streaming service called StarTimes ON, which allows users to watch live TV, movies, and shows on phones or other devices. StarTimes operates in 30+ African countries, bringing a wide variety of content to the continent.
This comes on the heels of LALIGA’s recent tie-up with DAZN, which renewed exclusive rights to broadcast LALIGA matches live in Italy and Portugal for an additional five years.
Additionally, LALIGA announced a multi-year partnership with the trading broker, Exness. Exness has been named the league’s regional partner in Latin America as part of the deal.
The 2023–24 LALIGA season is in full swing, packed with exciting matches and fierce competition among Spain’s top clubs. FC Barcelona and Real Madrid CF are the front runners for the championship title, while Club Atletico de Madrid and Girona FC are looking to upset the established order. Other teams like Athletic Club, Real Sociedad de Fútbol, Valencia CF, and Real Betis Balompie are also in the mix for a coveted top-four spot and a chance to play in the European competition next year.