The K League, South Korean soccer’s top-flight, has struck broadcast rights agreements in ten overseas markets ahead of its behind-closed-doors resumption on 8th May after a coronavirus-enforced shutdown.

Sportradar, which last year signed a five-year deal to market the K League’s international media rights, has so far struck video licensing deals with digital soccer media companies Dugout, 433 and Copa90. Undisclosed broadcasters in China, Hong Kong, and Croatia have also snapped up deals.

The K League has also confirmed interest from broadcasters in the US, Australia, France, Germany and Italy, while a new domestic rights deal is set to be announced.

Despite running two tenders in recent months, the K League had previously run into difficulty trying to sell broadcast rights overseas, though appears to have turned the tide at a time when broadcasters are up against a dearth of live sport as a result of the Covid-19 pandemic.

Dylan Chuan, Sportradar’s audiovisual sales director in the Asia-Pacific region (APAC), recently said that the Korean market “is a key focus” for the company, which aims to “strengthen the K League’s reputation and appeal to global audiences”.