agcm issues fine to sky italia following serie a marketing violations

agcm issues fine to sky italia following serie a marketing violations

by 22.02.2019 0 comments

The Italian Competition Authority (AGCM) has issued a €7m (£6.1m) fine to Sky Italia after the pay-television broadcaster was found to have violated the country’s Consumer Code on more than one occasion.

AGCM ruled that Sky Italia had failed to market its broadcasting rights to Serie A, the top Italian division of football, on two occasion by suggesting that its Sky Calcio package continued to showcase all of the division’s games like it had done in the three seasons prior.

In its ruling, AGCM added: “The Authority has also ascertained that Sky has implemented an aggressive practice as it exercised undue influence on customers subscribed to the Sky Calcio package, which, in the face of a significant redefinition of its contents (reduction of 30 per cent of Serie A and cancellation of the whole Serie B tournament) have not been placed in a position to freely take a decision on the maintenance or otherwise of the package.”

In July 2018, Sky Italia had joined forces with digital sports content and media group Perform to acquire the domestic broadcasting rights to the Serie A. The package has been valued at a total of €973.3m per season across the 2018-19 to 2020-21 campaigns.

As part of the acquisition, Sky acquired two broadcasting packages: package 5 and package 6. Package 5 included the exclusive rights to three matches per weekend for a total of 114 per season. Meanwhile package 6 meant that customers could watch four matches per weekend, or 152 per season.

Perform, on the other hand, acquired package 7, which consisted of three matches per day, or 114 per season. These matches have been offered by Perform via its OTT platform, DAZN, which also landed the rights to Serie B in July.

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