U.S. HISPANIC
beIN SPORTS: Focused on covering the pay-TV niches and promoting the expansion of XTRA
Maribel Ramos-Weiner| 9 de junio de 2021
Antonio Briceño Bein Sports
beIN SPORTS in the US and Canada has set itself two main goals: to cover the pay-TV niches with content from the Copa Libertadores, the South American Cup, the French League 1, the Turkish League, and the African Nations Cup for the African diaspora; and also strengthen and support the expansion of its FTA (free to air) signals beIN SPORTS XTRA in English and Spanish.
beIN SPORTS recently sold back what they had left of their LaLiga’s exclusive rights agreement in the US and Canada.
“At the end of the day, we are an organization that is always thinking about the long-term well-being of the business. That was the decision matrix behind selling the rights back to LaLiga because for us it was the right financial decision in order to continue the business in the US in the long term, it was a short-term decision to sustain the business in the long term,” said Antonio Briceño, general director of beIN SPORTS for North America. Notwithstanding that beIN SPORTS continues to be the main buyer of LaLiga rights globally (with a presence in 35 countries).
Briceño is satisfied with the work they have done for nine years with LaLiga in the US and Canada. “Being an independent channel, against all the odds that from the beginning we were going to disappear, we took the product and the brand of both beIN and LaLiga to new heights and that is part of the reasons that allowed LaLiga to do business with the broadcaster (ESPN) with whom they have closed the new agreement,” he said.
In the last 18 months, the company revolutionized its strategy in the US by launching its beIN SPORTS XTRA channels (the Spanish version is only two months old), totally free and supported by advertising.
“beIN SPORTS XTRA is available on more than 140 million devices in the US and Canada alone. beIN SPORTS XTRA en Español has launched two months ago, it has been very well received and we hope it penetrates all the platforms where the XTRA in English is available”, says Briceño.
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