February 13 – DAZN and public broadcaster Rai are closing in on an agreement to show the next World Cup in Italy, even as the Azzurri’s place at the tournament remains undecided.
Gennaro Gattuso’s side must first navigate a semi-final against Northern Ireland, before a winner-takes-all showdown with either Wales or Bosnia and Herzegovina.
A deal between DAZN and Rai is expected to be signed by the end of February, before Italy’s fate is known.
That is where the true Vegas-style gamble lies. Should Italy stumble, the commercial arithmetic shifts dramatically. Viewing figures would plummet, advertising rates would follow, and the World Cup moves from a national event into a period of mourning. Rai experienced this four years ago, having held rights for Qatar 2022, when Italy were again conspicuous by their absence.
For DAZN, the risk is arguably greater. The platform is building a global World Cup portfolio, having already secured full tournament rights in Japan and Spain. Italy, however, is a different proposition. Without the Azzurri, subscriber acquisition becomes incredibly challenging.
Yet the upside, should Italy qualify, is enormous.
FIFA’s tender process has forced bidders to commit before certainty arrives. That uncertainty is priced into the deal, but so too is the potential windfall.
Four-time winners, Italy have incredibly not appeared at a men’s World Cup since 2014. If they make it back, the broadcaster holding the rights will have an event that has passed a generation.
Contact the writer of this story at [email protected]