In a positive deviation from the broader European football media rights trend, the Croatian Football Federation (HNS)has announced a major five-year domestic broadcast and commercial rights agreement that will bring in €59.2 millionthrough 2031 — a substantial uplift from previous deals.
The headline figure comes from two key partnerships:
- Hrvatski Telekom, which will broadcast Croatia’s top-tier HNL league and related competitions from 2026–27 to 2030–31, paying €49.2 million.
- SuperSport, which has retained the marketing, betting, data, and title sponsorship rights under a new four-year agreement, worth €10 million, with a two-season extension option.
Federation President: “We Got the Timing Right”
Speaking after the announcement, HNS president Marijan Kustić emphasized the timing of the tender—coming off the back of what he called “the most exciting season” in the HNL’s history, with record attendances and viewership figures.
“At a time when TV rights amounts are stagnating or falling in some leagues, we are signing the largest contract in Croatia so far, which will be very significant for the financial stability of our clubs.”
Why This Matters: A Rare Rights Market Upswing
While many European domestic football markets (Spain, France, Italy) are facing rights value stagnation or decline, Croatia has defied the trend with a ~35% increase in its next cycle vs. the current one:
- Previous deal (2022–2026): €44M over 4 years
- New combined deal (2026–2031): €59.2M over 5 years
This demonstrates that strategic timing, competitive domestic football, and audience growth metrics still hold value — especially in smaller, but passionate, football ecosystems.
Croatia’s Blueprint for Mid-Tier Football Nations
Croatia’s media rights success is not an isolated win. It is the product of:
- Audience-first storytelling: HNL’s on-pitch excitement is now matched by rising media demand.
- Strategic market timing: The tender was launched post-season peak, maximizing bidding competition.
- Consistent partner performance: Both Hrvatski Telekom and SuperSport have helped elevate HNS competitions, making renewal a commercially sound move.
Key Takeaways for Federations & Leagues:
- Don’t copy major leagues blindly—build value your way.
- Use narrative peaks (like dramatic seasons or breakout clubs) to open tender processes.
- Think beyond just broadcasting—data, betting, and sponsorship rights are major growth levers when bundled intelligently.
Croatia may not have the scale of the Premier League or LaLiga, but this deal proves that smart, locally-optimized media rights strategy can still deliver record returns — even in challenging times for the global rights market.
As the next HNL season kicks off in August, all eyes will be on how the Federation leverages this fresh financial injection to strengthen club sustainability, infrastructure, and talent development.
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IMAGE: HNS
