In the current and complex landscape of on-demand platforms, Internet-distributed television and catalogs focused on niches, the circulation of live and prized sports content seems to know relevant paradoxes. This essay explores the specific transition of live football competitions from broadcast to broadband in Italy. Starting from the informal media spectrum developed by scholars Lobato and Thomas, new sports-oriented OTTs (e.g. DAZN) and broadcaster’s subsidiaries will be analyzed together with unauthorized IPTVs and live-streaming pirate websites during the sport season 2018/19...