SMH Global and Setanta Sports Eurasia extend representation agreement in Uzbekistan
Setanta Sports Eurasia has renewed its long-running partnership with SMH Global, confirming that the Tbilisi‑based international consultancy will continue to act as the broadcaster’s official representative in Uzbekistan until 2030.
The extension formalises a relationship which has been in place for several years and covers commercial development, local market strategy and the distribution of Setanta’s sports rights portfolio across the country.
SMH Global’s remit includes supporting partnerships, advising on revenue opportunities and helping expand Setanta’s presence across linear channels, its OTT platform and social media.
Lasha Machavariani, Founder of SMH Global, said the renewed agreement reflects the companies’ shared focus on 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. 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.” he said.
Setanta Sports Eurasia CEO Bacha Malazonia highlighted the consultancy’s role in navigating the complexities of 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.”
Uzbekistan has become an increasingly important market for international sports broadcasters, with rising consumer demand and a rapidly developing media landscape. Setanta holds rights to a wide range of major global properties across Eurasia, including the English Premier League, NBA, UFC, Formula 1, La Liga, Serie A and Ligue 1.
The companies’ collaboration predates Setanta’s acquisition by its current owner in 2021, with SMH Global involved in the transition and subsequent expansion of the broadcaster’s footprint 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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