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Big-hitter absence clears path for boutique agencies in Lions’ international rights sale

Johnny Sexton of the Lions is tackled by Sam Whitelock of the All Blacks during the third test match between the New Zealand All Blacks and the British & Irish (Photo by David Rogers/Getty Images)

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BeIN Media-owned broadcaster Digiturk has agreed to increase its fee for Turkish Süper Lig rights for the 2020-21 season to help keep the league’s struggling clubs afloat.

Boutique agencies were at the fore in the sales process for international rights to the British & Irish Lions 2021 tour of South Africa, with the bigger players opting not to participate due to the carving out of key territories.

Watch.Hockey, the direct-to-consumer OTT service recently launched by the International Hockey Federation (FIH), in collaboration with tech company Nagra, represents a new commercial model that could encourage more mid-tier sports properties to develop state-of-the-art D2C platforms.

Bundesliga international rights declined in value in 2020-21 as the league struggles to find a home in the Middle East and found mixed results replacing its multi-territory Fox deal via market-by-market sales.