Serie A Gains Foothold in Scotland: BBC & DAZN Partnership Signals Growing International Interest
The BBC has expanded its soccer coverage with a new sub-licensing agreement with DAZN for Serie A, Italy’s top-flight league. This deal will see eight fixtures broadcast live on BBC Alba and BBC iPlayer for the remainder of the 2025-26 season, focusing on the growing contingent of Scottish players competing in the league.
The Scottish Invasion: A League Attracting Talent
Currently, seven Scottish internationals are playing in Serie A – a record number. Billy Gilmour and Scott McTominay, both at Napoli, lead the charge, alongside Lewis Ferguson (Bologna), Che Adams (Torino), Lennon Miller (Udinese), Josh Doig (Sassuolo), and Kieron Bowie (Hellas Verona). This influx of Scottish talent is a key driver behind the BBC’s decision to increase coverage.
Gaelic Commentary and Dual-Language Broadcasts
The BBC Alba broadcasts will feature Gaelic-language commentary, catering to a specific audience while DAZN will continue to offer English-language broadcasts of the same matches. This dual-language approach broadens the reach of Serie A to a wider viewership within Scotland.
Strategic Timing: World Cup 2026 and Increased Fan Engagement
With Scotland qualifying for the FIFA World Cup in 2026 for the first time since 1998, the BBC is strategically positioning itself to capitalize on increased fan interest. Showcasing Scottish players performing at a high level in Serie A will likely boost engagement and viewership leading up to the tournament.
Broader Trends: Internationalization of European Soccer & OTT Partnerships
This partnership highlights two significant trends in European soccer: the increasing internationalization of leagues and the growing importance of Over-The-Top (OTT) streaming services. Serie A, like the English Premier League and Spain’s LaLiga, is actively seeking to expand its global reach, and partnerships with broadcasters like the BBC and streaming platforms like DAZN are crucial to achieving this.
The Rise of OTT and Sub-Licensing Deals
DAZN’s acquisition of primary Serie A rights in the UK, followed by sub-licensing to the BBC, is a common model. OTT platforms are becoming major players in sports broadcasting, but often lack the established reach and brand recognition of traditional broadcasters. Sub-licensing allows them to leverage the BBC’s platform and audience, while the BBC gains access to premium content.
BBC’s Expanding Soccer Portfolio
The BBC’s deal for Serie A is part of a broader strategy to expand its soccer coverage. Recent acquisitions include highlights rights for LaLiga until 2027, UEFA Champions League highlights until 2027-31, Friday night matches from the Bundesliga through 2027, and live matches from UEFA’s Women’s Champions League from the 2025-26 season. This demonstrates a commitment to providing diverse soccer content to its audience.
Looking Ahead: What’s Next for Serie A and Scottish Players?
The success of Scottish players in Serie A could encourage more talent to move to Italy, further strengthening the league’s appeal to UK audiences. The BBC’s coverage will undoubtedly play a role in raising the profile of these players and the league as a whole.
FAQ
Q: Where can I watch Serie A in the UK?
A: DAZN holds the primary rights for Serie A in the UK, with eight matches per season also broadcast on BBC Alba and BBC iPlayer.
Q: Why is the BBC showing Serie A matches?
A: The BBC is focusing on showcasing the seven Scottish players currently competing in Serie A, particularly with the FIFA World Cup 2026 approaching.
Q: Will the matches on BBC Alba have English commentary?
A: No, the BBC Alba broadcasts will feature Gaelic-language commentary. DAZN will provide English-language broadcasts.
Q: What other soccer leagues does the BBC cover?
A: The BBC also broadcasts highlights from LaLiga, the UEFA Champions League, the Bundesliga, and live matches from the UEFA Women’s Champions League.
Did you know? This represents the first time seven Scottish players have simultaneously competed in Italy’s Serie A.
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