The future of Superbike broadcasting in Italy is heading toward a major turning point as the championship prepares to move away from long standing pay TV exclusivity. With television rights now unbundled from MotoGP packages, the door has opened for a broader range of broadcasters to step in, raising the real possibility that Italian fans could soon watch WorldSBK races on free to air television.
For years Sky Italia has been the primary home of top level motorcycle racing in the country, but the separation of Superbike rights has changed the equation. While Sky continues to invest heavily in MotoGP, Superbike represents a different commercial profile with lower rights fees and a strong national appeal thanks to Italian manufacturers and riders. This shift has encouraged rights holders to prioritize visibility and audience growth rather than subscription driven exclusivity.
At the center of this discussion is Nicolò Bulega, whose rise to prominence has reignited domestic interest in the championship. Italian riders competing at the front give broadcasters a compelling narrative to attract casual viewers, something that free to air networks value highly. Greater exposure would not only benefit riders and teams but also sponsors who rely on mass audiences rather than niche pay TV reach.
Public broadcaster Rai and commercial giant Mediaset are both viewed as realistic contenders. Rai in particular has a history of showcasing motorsport and could align Superbike with its broader public service mission, while Mediaset could see value in adding a high profile international racing series to its sports portfolio. Even niche sports channels may enter the conversation, given the relatively accessible cost of the rights compared to top tier football or Formula One.
Behind the scenes, Liberty Media’s evolving approach to motorsport promotion is also shaping the strategy. The emphasis is increasingly on growing fan bases through accessibility, storytelling and national heroes. In that context, moving Superbike to free to air television in Italy would be a logical step, especially in a market so deeply connected to motorcycle culture.
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