Premier-Liga secures TV deal

The newly formed Russian Premier-Liga has signed a lucrative three-year television deal with the national channel RTR.

End of blackout
Vitaly Mutko, president of the Premier-Liga, agreed the deal with RTR to guarantee live coverage of Russian top-flight football over the next three seasons and end several years of failed negotiations and a virtual TV blackout for Russian football fans. "This deal will finally allow the fans to see their favorite teams on TV", Mutko said. RTR, which is owned by VGTRK, the Russian state TV and radio company, will enlist the help of 83 regional TV companies to provide no less than 30 matches per season.

Vital deal
The deal between the Premier-Liga and the broadcasters was seen as a serious political issue in Russia, with the sale of TV rights vital for the credibility of the top flight's new ruling body. Although one newspaper, Sport-Express, reported the deal was worth €18m to the Premier-Liga, other reports suggest Mutko got the deal in place only after making financial concessions to the TV company.

Previous deal
The last TV deal ran from 1997-99 and was agreed by the Professional Football League (PFL), the body that controlled the top-flight competition, and two television companies. IMG negotiated the deal, and Stimorol, Pepsi and Magna were its main sponsors. The agreement stipulated that every top-flight club was entitled to an equal amount of TV rights income.

No pictures
In 1999, however, the PFL failed to agree new terms with the broadcasters. The asking price set by the PFL and the clubs was too high and the negotiations failed, with football almost disappearing from television as a result. To make matters worse, title-holders FC Spartak Moscow then sold exclusive rights to cover their home games to RenTV, a private television company owned by the club's sponsors, Lukoil

Negotiations cancelled
After Spartak`s defection, the broadcasters cancelled negotiations with the PFL, saying there would be no interest in a deal that excluded Spartak's home games. Through 2000 and 2001, the PFL were vainly seeking a new deal while clubs were trying to sell their own TV rights, also without success. In the meantime, televised matches on state TV had become a rarity, with live football restricted to occasional treats such as the annual cup final.