The renewed agreement confirms that the Tbilisi-based international consultancy SMH Global will continue to support Setanta in its commercial and strategic activities in the rapidly growing sports media market.
Setanta Sports Eurasia has extended its long-term partnership with SMH Global, reaffirming the Tbilisi-based consultancy as the broadcaster’s official representative in Uzbekistan until 2030.
The extension formalizes a multi-year collaboration, covering the development of commercial projects, local market strategy, and the distribution of Setanta’s sports rights portfolio across the country.
SMH Global is responsible for supporting partnerships, advising on monetization opportunities, and assisting in expanding Setanta’s presence across linear channels, its OTT platform, and social media.
Lasha Machavariani, Founder of SMH Global, stated that the renewed agreement reflects the companies’ shared commitment to long-term growth in the region.
“Our role as the representative of the undoubtedly #1 sports broadcaster of the region allows us to harness innovative strategies that not only boost brand recognition but also foster sustainable business growth in this dynamic region. Together, we’re poised to elevate the sports viewing and engaging experience for fans across Uzbekistan,” he said.
“We are very happy to have a solid and strong partnership with our local partners in Uzbekistan, and we look forward to continuing our work with them in the future.”
Uzbekistan is gradually becoming a key market for international sports broadcasters due to growing audience interest and a rapidly developing media landscape. Setanta holds rights to a wide range of major global sporting events across Eurasia, including the English Premier League, NBA, UFC, Formula 1, La Liga, Serie A, and Ligue 1.
Bacha Malazonia, CEO of Setanta Sports Eurasia, highlighted the consultancy’s important role in navigating the local market.
“SMH Global has been an invaluable partner in navigating the complexities of Uzbekistan’s sports landscape,” he said. “Extending our collaboration in Uzbekistan aligns perfectly with our mission to bring world-class sports content to emerging markets.”
The companies’ partnership predates Setanta’s acquisition by its current owner in 2021, with SMH Global involved in the transition and subsequent expansion of the broadcaster’s presence across Eastern Europe, Central Asia, and the Caucasus.
The renewed agreement signals continued investment in Uzbekistan, where competition for premium sports rights and digital distribution has intensified.
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