Serie A's €9 Billion Deal Brings Good News for Inter Fans: Nightmare Scheduling to End

During international breaks, news about Inter Milan often leans more towards hype than substance. For instance, any Italian international showing potential quickly sparks rumors of Inter's interest in signing them. The latest name in the rumor mill is Torino's Buongiorno. Some die-hard transfer enthusiasts have asked me to discuss this matter. Indeed, Inter is looking to expand its current squad of six Italian internationals, and Piero Ausilio's close scouting of other internationals, like Colpani, is well-documented. However, interest is one thing; securing a deal is another, much like Inter's interest in Scalvini, with the challenge lying in the price and Inter's finances. Therefore, it's wise to take these rumors with a grain of salt and only follow up when Inter makes concrete moves, rather than getting prematurely excited.

Despite the plethora of rumors, some significant news cannot be ignored. Recently, Serie A signed a broadcasting rights agreement with Sky Italia and DAZN for the next five seasons, valued at €900 million per season. Unfortunately, this is lower than the current broadcasting fee of €927.5 million. Now, Italian media have revealed that starting next season, the contract mandates at least four "big matches" each week must be scheduled at 12:30 PM or 3 PM local time, which is prime time for viewers in the Asia-Pacific region. This is excellent news for Chinese fans, especially supporters of the "Northern Trio" (Inter, AC Milan, and Juventus). If implemented, the majority of matches involving these teams would no longer be played in the middle of the night.

Italy's economic downturn has severely impacted Serie A clubs, with many struggling financially. According to CIES, Serie A clubs account for one-seventh of the total global club debt and losses. While Italy may not hold significant weight on the international stage, it is certainly "world-class" in terms of football debt. Everyone knows that Serie A and Italian football need reform. However, in Italy, even small changes face immense resistance. For example, AC Milan and Inter have been negotiating with the Milan city government for a new stadium for over a decade, holding nearly a hundred meetings without any resolution. Issues ranging from "untouchable landmarks" to "low-carbon emissions" are consistently brought up to obstruct progress.

This spring and summer, many Serie A and Serie B teams faced financial difficulties, leading to unpaid wages and registration problems. While the Italian Football Federation (FIGC) has penalized some clubs, it has also called for reforms to increase revenue and alleviate financial strain. A key aspect of the FIGC's "Future Plan for Serie A" is scheduling more early matches to boost Serie A's influence in the Asia-Pacific region. The idea is sound. Major European leagues, including the Premier League and Bundesliga, have benefited from this approach. Even smaller leagues like the Swedish Allsvenskan and Danish Superliga schedule key matches during local midday, capitalizing on prime time in Asia-Pacific.

However, when Serie A attempted such reforms, the resistance exceeded expectations. Trivial issues, such as some fan organizations' leaders and officials opposing midday matches due to their preference for sleeping in or enjoying afternoon tea on weekends, have become significant obstacles. The reality is stark: of Inter's 16 official matches this season, only two have been played during Asia-Pacific prime time, with 88% of matches scheduled at times that are inconvenient for East Asian fans. Out of 36 matches involving the Northern Trio in the first 12 rounds, only five were early matches, averaging less than two early matches per team. The FIGC has used smaller clubs' matches to fill early slots, but this does little to promote the league. The so-called "reform" has become empty talk.

On a small scale, this makes watching Serie A painful for Asian fans. For instance, last season, I endured numerous night matches to follow Inter, leading to two hospitalizations over the summer. The long-term toll of staying up late for matches is indescribable. On a larger scale, this could have a detrimental impact over time, reducing the number of Serie A fans in the Asia-Pacific region and making it increasingly difficult for Serie A to increase revenue. Sports enthusiasts in China are already fewer than those who prefer variety shows and soap operas. If Serie A's marquee matches continue to be played in the middle of the night, the already small number of fans will dwindle further, an obvious outcome.

This is the bane of Italian football. Everyone knows that change is necessary, but the resistance to change is enormous, and the leaders lack the courage to confront it, often giving up at the slightest challenge. Therefore, external forces are needed to push meaningful reforms. The new five-year broadcasting contract stipulates that each weekend must feature four "big matches" in the early time slots, or Serie A will face heavy penalties for breach of contract. Such mandatory clauses are necessary for real change in Serie A, ensuring that the reforms are implemented rather than just being empty slogans.

This is good news. It may be a case of "mending the barn after the sheep are lost," but better late than never.

The Impact on Inter Milan

For Inter Milan fans, the new broadcasting deal brings significant relief. The majority of Inter's matches will now be scheduled during prime viewing hours in the Asia-Pacific region, ending the nightmare of late-night games. This change will make it easier for fans to follow the team, increasing viewership and engagement.

Moreover, having matches at more convenient times will likely boost Inter's global fan base, particularly in Asia, where the club already has a strong following. This increased visibility could lead to more commercial opportunities, sponsorship deals, and overall growth for the club.

The Broader Implications for Serie A

The move to schedule more early matches is part of a broader strategy to revitalize Serie A. With the league facing significant financial challenges, increasing its global appeal is crucial. By catering to fans in the Asia-Pacific region, Serie A aims to tap into a vast and growing market, boosting viewership and revenue.

The new broadcasting contract is a step in the right direction, but it must be part of a larger effort to modernize the league. Serie A clubs need to improve their financial management, invest in better facilities, and enhance their global marketing strategies. The league's administrators must also work to reduce bureaucratic obstacles and streamline decision-making processes, allowing for more agile and effective management.

Challenges and Opportunities

While the new broadcasting deal is promising, implementing the necessary changes will not be without challenges. Resistance from traditionalists and vested interests within Italy will continue to be a hurdle. However, the potential benefits of these reforms are significant. Increased global viewership can lead to higher broadcasting revenues, more lucrative sponsorships, and greater international recognition for Serie A.

Furthermore, by aligning with the viewing preferences of fans in the Asia-Pacific region, Serie A can differentiate itself from other major leagues. This unique positioning can attract new fans and create a loyal, global following.

Conclusion

The new broadcasting deal for Serie A marks a significant step towards addressing the league's financial and global engagement challenges. For Inter Milan fans, the move promises an end to the inconvenience of late-night matches, making it easier to follow and support their team. For Serie A as a whole, the deal represents an opportunity to modernize, increase global appeal, and secure a more stable financial future.

However, realizing these benefits will require overcoming substantial resistance and implementing broader reforms. The success of these efforts will depend on the commitment and cooperation of all stakeholders within Italian football. By embracing change and leveraging the new broadcasting contract, Serie A can position itself for a brighter, more prosperous future.