Italian Football’s Arab Absence: A Lost Paradise?
The golden era of Italian football, with its iconic clubs and captivating matches, once dominated television screens across the Arab world. In the 1980s and 1990s, the battle for broadcasting rights to Serie A was fierce, a testament to the league’s popularity. However, today, a different reality prevails. Serie A is largely absent from the channels of Arab media, a shift that reflects a significant transformation in the landscape of sports broadcasting in the region.
From Prime Time to Digital Platforms
The dominance of AC Milan, Juventus, Parma, Inter Milan, and Sampdoria, made Serie A the highlight of weekend evenings in Arab homes. However, the current situation sees viewership primarily confined to digital platforms. The digital platform StarzPlay, which renewed its contract until 2028 for 25 million euros and covers 16 countries in the Middle East and North Africa, along with the league’s official online channel, have limited the reach to the general audience. This is a far cry from the days when matches were readily available on traditional television.
The digital transformation has exposed a significant gap in the Arab region. Fans, accustomed to witnessing the Derby della Madonnina (Milan Derby), the Turin Derby, or clashes between Juventus, Napoli, Milan, and Inter, as well as the rise of new forces like Atalanta and Bologna, are now forced to rely on the internet and streaming applications. This is not easily accessible to everyone for technical or economic reasons, thus reducing the presence of the Arab audience. The high viewership rates that once accompanied the English and Spanish leagues have diminished.
Missed Opportunities and a Competitive League
From a marketing perspective, Arab channels have missed a valuable opportunity to benefit from high viewership and substantial advertising revenue. The Italian Football League possessed a diverse fan base, making it a profitable media product, were it not for the absence of broadcasting rights in the Arab satellite market. The lack of media presence and the decline in Arab audience numbers occur at a time when Serie A is experiencing one of its most competitive seasons. After ten rounds, the identity of the champion remains unknown, with four teams vying for the top spot, and the difference between first and seventh place not exceeding six points. This scenario reflects the intensity of the competition and confirms that Calcio still retains its footballing allure despite its absence from the screens.
A Need for Flexible Solutions
Analysts believe that the crisis of the Italian Football League in the Arab world is less about technical aspects and more about media. While Italian teams continue to deliver genuine football, combining tactics and passion, with historical teams capable of attracting millions of viewers, the media system is struggling to keep pace with this momentum in terms of presentation and promotion. The future calls for more flexible solutions that balance digital rights and the return of television broadcasting to the Arab viewer, who is still seeking enjoyment in its simplest forms: a match broadcast on a screen at a known time, connecting them to the world of football as they have been accustomed to for decades.
Source: Annahar
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