SPORTFIVE keeps Primeira Liga global rights sales role until 2028 in expanded Sport TV deal

SPORTFIVE has agreed a renewal and expansion of its long-standing partnership with Sport TV, extending its role as the international media rights partner for Liga Portugal Betclic for a further two seasons.The agency will represent the league’s international media rights for the 2026-27 and 2027-28 seasons, covering global markets outside Portugal, with limited territorial exceptions.The existing collaboration covered the 2023-24 to 2025-26 seasons across a broad range of international territories, with the new agreement broadening SPORTFIVE’s remit to a global distribution role.Thomas Klingebiel, SPORTFIVE’s president of media, said: “This renewal represents an important milestone in our long-term relationship with the Portuguese Football League and with Sport TV.“Moving to a global representation model reflects both the growing international appeal of Portuguese football and the trust placed in SPORTFIVE to maximise its value worldwide.”Pedro Cubillos, executive director global media at SPORTFIVE, positioned the renewal as a platform for a more structured international strategy rather than market-by-market renewals.Cubillos said: “This expanded mandate allows us to take a more holistic, strategic approach to international distribution, ensuring strong, sustainable partnerships across global markets.”Sport TV chief executive Nuno Ferreira Pires said the broadcaster had seen international demand strengthen in recent seasons and framed the extension as a route to further growth.Ferreira Pires said: “Over the past seasons, we have seen strong international demand for Portuguese football, and this new agreement provides a solid platform to continue growing the League’s global footprint with an experienced and trusted partner.”The renewal lands as Liga Portugal continues work on a broader media-rights overhaul, with the competition targeting a shift towards a more centralised domestic rights model from 2028-29.That timetable effectively makes the 2027-28 season a key bridge year for the league’s international footprint, with commercial partners likely to assess how the league’s overseas distribution evolves alongside domestic structural change.Portuguese football’s export value is typically driven by the league’s player pipeline and European competition visibility, with international sales aimed at building reach beyond the domestic market and diversifying income streams for clubs outside the biggest three.