Sky Italy brings home 2026 World Cup qualifier

Marzio Perrelli outlines Sky Italia’s future strategies

Sky is expanding its offering to include the 2026 World Cup qualifying matches, which will be held in the United States, Mexico, and Canada. Italy’s matches will instead be broadcast by Rai. Marzio Perrelli, executive vice president for sports at Sky Italia (Comcast group), outlines future strategies in an interview with Corriere della Sera.

“We bought 200 matches from the qualifiers and the Nations League finals. World Cup rights are not yet for sale in our country – he says. “In recent years we are the entity that has invested the most in terms of economics and value; the goal is to continue to offer quality and quantity. Ours is an ecosystem with dedicated channels, as well as social, the Sky Sport Insider offer on our website and the streaming that we have been doing for almost two decades.”

“The subscriber chooses the best way to join us: we leave total freedom. The exchange is continuous; we measure everything through ratings, social analytics, and we know what our advantages are over others. I am referring to investments in technology, in the journalistic part and in talent. The relationship with the federations and leagues. Those who choose us feel that. It is an advantage for everyone,” he adds.

The tennis boom did not take the company by surprise. “We have been investing in tennis since 2003, when it was hard to see an Italian in the top 50 – Perrelli finally emphasizes.”

Today, for Sinner’s part, in terms of ratings, they are followed like soccer matches. The Federation is doing a fantastic job; it is also a broadcaster with whom we have exchanged content. Jannik is a champion with an incredible image, managed exceptionally well. Both on and off the field: upon returning after three months, he is immediately competitive. He is the target for all companies that want to invest in sports.”