The Italian Serie A is likely to benefit from elevated engagement in the UK market, as BT Sport has become the exclusive broadcaster of the league until 2024.  

Serie A on BT Sport kicks off on Saturday 21 August and every single match will be broadcast, with at least five live games shown each round, totalling more than 200 live games across the season. 

The deal can significantly boost betting engagement on the league, with it no longer being hosted solely on an OTT subscription platform and instead making it back to a mainstream broadcaster.

Further heightening engagement, Italian football expert James Richardson will also host a new weekly Serie A show taking in all the key storylines from the weekend’s action.

Rachel Knight, Sports Rights Director at BT Sport, said: “We want to provide our customers with the best sport from across the world and the addition of Serie A means viewers will get to follow some of the biggest stars, managers and clubs in world football.

“European football has always been an important part of our line-up, with Serie A now joining our exclusive coverage of the UEFA Champions League, UEFA Europa League and UEFA Europa Conference League, alongside France’s Ligue 1.”

Italian football gets new UK broadcasting home