Serie A Appoints Lars Heidenreich to Drive Media Rights Growth in Asia-Pacific
Italian football is doubling down on its global expansion strategy. Lega Serie A has appointed Lars Heidenreich as a media rights consultant for the Asia-Pacific (APAC) region, a move designed to amplify the league’s visibility and commercial footprint in one of the world’s most dynamic sports markets.
Working through his consulting firm, FSA Consult, Heidenreich will collaborate with the 20-team league to enhance and increase Serie A’s broadcast rights across the region. This appointment comes at a critical time as the league seeks to convert growing fan interest into sustainable commercial growth.
Why the Asia-Pacific Region is Strategic for Serie A
For Lega Serie A, the APAC region isn’t just another territory; it’s a cornerstone of its international growth. The league has explicitly stated that APAC “represents a strategic region for the growth of Italian soccer, with a passionate fanbase, expanding commercial opportunities, and growing engagement.”
To capitalize on this, Heidenreich’s role will go beyond simple contract negotiations. He is tasked with supporting the development of media rights deals, managing institutional relations, and spearheading various media initiatives aimed at deepening fan engagement.
A Proven Track Record in Sports Media
The appointment of Heidenreich brings a wealth of regional expertise to the table. According to Sportcal, Serie A believes Heidenreich “brings more than two decades of international experience across the sports media, broadcasting, and commercial rights industries, with senior leadership roles spanning Europe and Asia Pacific.”
His career trajectory highlights a deep immersion in the APAC ecosystem:
- Mediapro Asia: Served as Managing Director from mid-2014 until February of this year.
- Sportfive: Held roles as Executive Vice President of Sportfive International (18 months) and Managing Director of Sportfive Asia (18 months).
- International Sports Media: Spent nearly six years as Managing Director in Melbourne, Australia, during the early 2000s.
The Current Broadcasting Landscape in APAC
Heidenreich joins a complex distribution network. Currently, the Infront agency serves as the media rights distribution partner for a variety of APAC and Pacific Islands territories under a deal that runs through the 2024-27 cycle. This represents a shift in strategy for the league, as Infront previously held worldwide partnership rights before the league moved to a more localized approach for the current three-season stretch.
Other key partnerships currently in place include:
- Central Asia: Setanta serves as the league’s partner for the current season.
- Indian Subcontinent: Rights are held by the Dubai-based transmedia company GXR, which provides games via free-to-air streaming.
Key Takeaways: Serie A’s APAC Strategy
- Expert Leadership: The appointment of Lars Heidenreich (FSA Consult) brings over 20 years of sports media and commercial rights experience.
- Localized Growth: Moving away from a one-size-fits-all global partner to targeted regional strategies.
- Diversified Distribution: A mix of agency partnerships (Infront), regional broadcasters (Setanta), and free-to-air digital platforms (GXR).
- Objective: Increasing broadcast value and institutional relations to better engage a “passionate fanbase.”
Looking Ahead
By integrating high-level consultancy with a localized distribution model, Serie A is positioning itself to compete more effectively with other top European leagues for eyeballs and revenue in Asia. The success of this move will likely depend on how effectively Heidenreich can bridge the gap between Italian football heritage and the specific consumption habits of the modern APAC sports fan.