DAZN has rejected a €1.5 billion offer from Sky to include its app within the Sky Q environment in Italy.
The satellite broadcaster had been hoping to replicate the arrangement the two companies have in Germany, where DAZN content is available to all Sky subscribers, and included on a single bill.
Sky and DAZN currently have a content sharing arrangement in place, but this expires at the end of the month.
DAZN will pay €840 million per season for exclusive rights to seven out of the 10 weekly matches in Serie A between 2021/22 and 2023/24. It will be able to screen every match live and on demand, a first for the channel.
The story was first reported by Bloomberg.