Premier League rights in the Balkans

On the 3rd August the Balkan Free Media Initiative wrote to Premier League Chief Executive Richard Masters to raise concerns about the recent acquisition of broadcasting rights by state owned Telekom Srbija .

According to media reports Telekom Srbija offered €600 million, ten times the annual amount paid by the existing holder of the rights. This is part of a pattern of behaviour by the current Serbian authorities that is strangling the country’s political development and cementing in place a regime with growing authoritarian tendencies.

The Premier League cannot hide behind the argument that the sale of media rights to Telekom Srbija is a purely commercial transaction. The Government of Serbia uses the state-owned company as an instrument to restrict the reach of independent media and prevent the consolidation of political opposition. In the view of many analysts, its control of media also helps it pursue a ‘Greater Serbia’ agenda beyond its borders.

Just as leaders in Ancient Rome used bread and circuses to assuage the anger of the masses, the Serbian authorities are using football to entertain the population and distract it from chronic underfunding of education, healthcare and other public services.

We call on the Premier League to re-examine Telekom Srbija’s bid and to look beyond its commercial value. If the Premier League continues to put money before responsibility, it will contribute to the curtailment of media freedom in Serbia and strengthen tendencies in the Western Balkans that run counter to the goals of the UK and its allies.