Reasons behind Leeds United’s reported friendly with Derby County will play right into the Italian’s area of expertise.
Bitterness at SkySports’ control over Championship television rights continues to build.
Last season Leeds owner Massimo Cellino threatened to ban Sky cameras from Elland Road from their fixture against Derby, before later backing down, The Mirror reported at the time.
Banned by the FA for an unrelated issue, Cellino has taken a backseat, and Derby County owner Mel Morris is taking the fight forwards.
Derby Chairman Mel Morris
The Mail report Derby and Leeds have plans for an unusual friendly match to take place in March.
The aim of the fixture is to prove ‘major money’ can be made from broadcasting rights by clubs if they were permitted to sell on an unrestricted basis.
Morris said: “‘I am underwhelmed by our lack of stature and the weak levels of monetisation of our media rights and the seeming lack of efforts, focus and results delivered by those responsible.”
Set to enter the fray is soon to be confirmed Leeds investor Andrea Radrizzani, and it is highly possible he becomes a real player in the clubs’ dispute with the Football League and Sky.
The whole issue lies around Radrizzani’s area of expertise, with the Italian making his fortune by selling television rights.
General view inside the stadium before the game – Elland Road
Radrizzani’s company MP & Silva, sell Serie A rights in Italy, Premier League rights abroad, and NFL and Formula One rights around Europe, as well as countless others.
He will certainly have a view one way or another on the Football League’s current deal with Sky and how it can be improved.
Whether he would become an agitator or mediator is yet to be determined, but if anybody can help Leeds and the rest of the Championship clubs get better deals, there is nobody more qualified than him to add his experience and innovation to discussions.
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