The matches in the package comprise the home matches of several Italian clubs including the top-tiers AC Milan, Internazionale, Juventus, AS Roma, Lazio, Fiorentina, Torino, Messina, Genoa, Catania and others.
The partnership agreement covers three Serie A seasons, commencing with the 2007–2008 season. The territory covered by this exclusive agreement with Dentsu includes Japan and all of Asia, excluding Indonesia and the Middle East.
Under the agreement Dentsu becomes the exclusive sales agent in Japan and Asia for the live and delayed broadcasting rights, which include terrestrial free-to-air television, satellite television, cable TV, IP TV, mobile phone and Internet broadcasting. The Serie A rights will be marketed jointly by Dentsu and Media Partners & Silva, whose Asian activity is conducted by Italian rights expert Andrea Radrizzani.
The deal marks the first occasion on which Dentsu will act as Asian sales agent for the broadcasting rights of an overseas football league. Dentsu intends to further build its broadcasting rights sales business in Asia and other overseas international markets. The partnership between Dentsu and Media Partners & Silva will also include the distribution of the AC Milan Channel TV.
