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Volia enters premium sports business with Champions League deal

Ukrainian cable operator Volia and Media Group Ukraine have jointly secured rights to Champions League and Europa League football in the country for the next three seasons.

The deal is a first for Volia in the premium sports rights market. The company described it as a milestone in the market for premium content in Ukraine.

The agreement, giving Volia and Media Group Ukraine’s Football 1 and Football 2 channels – the only Ukrainian premium sports channels – the rights to all Champions League and Europa League matches, will bring the two tournaments to a potential audience of 15 million households across the country.

György Zsembery, CEO of Volia, said that the joint win was “a strategically important step” for Volia that would contribute to the development of the pay TV market in Ukraine.

Guy Laurent Epstein, UEFA’s marketing director, said that the agreement “confirms the strong relationship between UEFA and Media Group Ukraine” as well as marking “a significant step” for Volia “as it begins to buy football content”.