UPL TV, the official broadcaster of the Ukrainian Premier League, has found itself in a deep financial crisis. At the end of the last season, the company recorded losses, forcing management to radically revise its broadcasting strategy for the 2026/27 season. Amid the loss of major sponsors, the broadcaster has decided to drastically cut the production of television content.
Zero-sum Economics and Hidden Reserves
Analytical data provided to football clubs at the end of June reveals the true state of affairs. The unified TV pool is operating at a loss. For the past season, UPL TV's revenue amounted to 210 million UAH, while expenses exceeded this figure, reaching 211 million UAH.
To demonstrate a formal "plus" of 1.5 million UAH in the reports, calculations included a balance of 2.5 million UAH carried over from the 2024/25 season. Without accounting for these reserves, the budget deficit would have been obvious.
Failure of International Expansion
A particular blow to both reputation and budget was the failure in international distribution. Attempts to sell the rights to broadcast Ukrainian football abroad ended in complete failure. In total, all clubs received only 1.321 million UAH from foreign partners. As a result, the net payment to each UPL participant at the end of the year amounted to a symbolic 82,000 UAH.
Strict Austerity and the Paradox of Administrative Expenses
In the new season, the budget for producing own projects will be cut by more than three times — from 42.5 million to 13.5 million UAH. This decision was a consequence of the withdrawal of one of the key betting sponsors.
Despite strict savings on content and meager payments to clubs, expenses for maintaining the administrative apparatus are, conversely, growing. The UPL TV payroll fund (excluding commentators and technical staff) for the past season amounted to nearly 22 million UAH. In the new budget, it is planned to increase it by another 4 million UAH.
Furthermore, the incentive fund for top managers will double — from 1 million to 2 million UAH. Such changes are happening against the backdrop of a reduction in the actual product that viewers will see on their screens.