Premier Sports has snapped up live rights to top Italian football - and is promising to show some games on its Freeview sister channel.
Italy's Serie A division is making a mid-season switch from newcomers Eleven Sports which is having to offload live football in a bid to stay afloat.
Eleven won the rights from BT Sport in the summer, but has decided to focus its efforts on live games from Spain's La Liga which it took off Sky in the close-season.
Eleven's concentration on La Liga has also seen it dump live Eredivisie Dutch football and Chinese Super League matches which it had previously won from Sky. Premier have taken these games as well.
Premier will start showing games from this weekend. As well as screening Serie A, Eredivisie and Chinese games on its subscription Premier Sports channels it will also show regular matches on its sister free-to-air station FreeSports.
The rights for Serie A run until 2021 with Premier promising at least six live games every round.
The move comes hot on the heels of Premier taking live Scottish Cup and Scottish League Cup games from BT Sport.
The changes also cast new doubt on Eleven Sports' UK operation. Its channels launched in the summer, but only broadcast online.
Failure to secure spots for its channels on main TV platforms Sky, BT and Virgin has seen it struggle to attract subscribers.
It insists it wants to remain the home of La Liga, but has only been able to confirm it will continue screening the league until the end of the season.
WHERE TO WATCH PREMIER SPORTS AND FREESPORTS
PREMIER SPORTS
Sky 412/435
Virgin 551/552
Online via Premier Player
FREESPORTS
Freeview 64
Sky 422
Virgin 533
Freesat 252
TalkTalk/BT TV 64
Online via TVPlayer