Serie A has rejected a €263 million bid by Sky Italia for a weekly three-match non-exclusive domestic football deal.
It means the league will now look to offer a new tender for the matches that were to have been sub-licensed from streaming service DAZN as part of an all inclusive deal cover the weekly 10-match fixture list.
A new auction is expected in the next two weeks.
Last week Serie A said it would hold talks on Sky’s original €210 million offer. Its improved bid failed to reach the necessary 14 vote majority.
DAZN, backed by billionaire Len Blavatnik, will pay €840 million per season for the next three years.