Setanta Sports has announced the sale of its Eastern European, Central Asian and Caucasian channels to the Adjara Group.
The deal will see the Georgia-based group take full control of Setanta Sports Eurasia, and make it one of the largest sports media businesses in the region.
Setanta Sports currently operates in Armenia, Azerbaijan, Belarus, Estonia, Georgia, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Tajikistan, Turkmenistan and Uzbekistan. In these countries, the broadcaster holds a significant rights package, which includes the English Premier League, Bundesliga, La Liga, Serie A, Formula and UFC.
Setanta Sports also operates in Ukraine, but that will continue to be owned and operated by its existing shareholders.
Setanta Sports Eurasia has distribution agreements in place with more than 150 operators and is available in 10 million homes across the region.
The broadcaster was set up in 2011 by original Setanta founder Michael O’Rourke alongside long-time Setanta Director, Dwyer McCaughley. Both will remain on the board of directors and advise Adjarasport.
Dwyer McCaughley, Chief Executive of Setanta Sports Eurasia, said: “During the past 10 years, Setanta Sports Eurasia has become the number one provider of sports TV in the Eurasian market. This acquisition by the Adjara Group will help propel the Setanta Sports brand to the next level as it seeks to expand its OTT propositions and develops further localisation within the territories.”
Giorgi Pruidze, CEO of Adjarasport said: “We are happy and proud of this agreement because we have the opportunity to establish our standard and vision not only in the local but also in the international market”