Private equity giants Apollo, CVC, Ares, and Sixth Street are eyeing a minority investment in Serie A's international media rights business, according to Reuters. JP Morgan is advising the league on the potential transaction, with a formal auction expected to launch later this month.

The proposed deal would create a multi-year partnership giving investors a share of future revenues in exchange for upfront capital. Serie A's overseas media unit currently generates approximately $293 million in annual revenues, trailing behind the Premier League and LaLiga. The investment would tap into long-term media rights monetisation strategies, including sponsorship agreements and international events like overseas Super Cup matches.

This marks Serie A's renewed push to secure external capital after previous attempts to sell its domestic media rights stake collapsed due to insufficient club support. The league is now focusing on its international operations, where private equity investment models have proven successful in other European football competitions. The move signals Serie A's strategic shift toward leveraging private equity expertise to maximise the value of its global media rights portfolio.