Diema Sport

Diema Sport is a Bulgarian pay television channel and the principal sports service in the Diema Extra premium package. It operates within Nova Broadcasting Group, which is owned by United Group. The channel was introduced in February 2015 when the Diema Extra name was relaunched as a dedicated premium sports offering. Its launch represented a shift from the earlier Diema Extra service, which had originally combined films, series and selected sports programming. The channel's programming is centered on live sports rights, particularly football. Its portfolio has included matches from Bulgaria's top domestic football competitions, including the country's two highest league levels and the Bulgarian Cup. International football has also been a major part of the service, with rights or programming associated with the English Premier League, the English League Cup and FA Cup, the German Bundesliga and 2. Bundesliga, France's Ligue 1, and the German Football Cup. The exact rights portfolio can change over time as contracts expire, are renewed, or move between broadcasters. Diema Sport is not an independent broadcasting group but a branded channel within a wider premium bundle. The Diema Extra package initially relaunched with Diema Sport and Trace Sports Stars HD. Diema Sport 2 joined the package in August 2015, while Diema Sport 3 was added in July 2021. The package has therefore developed from a single sports channel into a multi-channel subscription platform capable of carrying concurrent matches and a broader schedule of live events. Beyond live match coverage, Diema Sport broadcasts sports magazines, studio analysis, commentator-led programs and talk shows. These formats support the channel's role as a sports destination rather than a simple event relay service. The service has also been associated with coverage of basketball, volleyball, Formula 1 and other sports, although the availability of particular competitions depends on the broadcaster's rights agreements and scheduling. The brand's primary market is Bulgaria, where it is distributed as a paid television service through the Diema Extra package. Its positioning is premium and rights-led: subscribers pay for access to live domestic and international sport that is not generally presented as part of the standard free-to-air schedule. Diema Sport's importance within the Bulgarian television market is consequently tied to the value and exclusivity of the sports rights carried by the Diema Extra family.

Diema Sport developed from the earlier Diema Extra service, a Bulgarian premium television offering launched in April 2005. The original Diema Extra channel carried a mixed schedule of films, series and sports, including football from English and Spanish competitions. Over time, much of its non-sports programming moved to other Diema Vision channels. The original service was eventually closed in September 2007 after Diema Vision was sold to Apace Media. The Diema Extra name returned on 21 February 2015 in a different form: a premium sports package built around the newly introduced Diema Sport channel and Trace Sports Stars HD. The relaunch reflected a clearer subscription proposition based on live sports rights rather than a general entertainment schedule. Diema Sport's programming emphasized premium football, including Bulgarian domestic competitions and selected European leagues, while also carrying other sports and studio content. The package expanded quickly. Diema Sport 2 launched on 8 August 2015, giving the service additional capacity for simultaneous matches and broader scheduling. Diema Sport 3 followed on 1 July 2021. Together with Trace Sports Stars HD, the channels formed the Diema Extra premium sports package. The package's sports portfolio has included matches from the two highest levels of Bulgarian football, the Bulgarian Cup, the English Premier League, Germany's first and second divisions, France's Ligue 1, English and German cup competitions, NBA basketball, Bulgarian volleyball, Formula 1 and other events. Diema Sport's programming model combines live event coverage with sports news, magazines, commentator studios and discussion programs. This combination allows the channel to retain an audience before and after live matches and gives it a broader identity within Bulgarian sports media. As with other rights-based sports broadcasters, its schedule and commercial importance depend on the acquisition and renewal of broadcasting agreements. The channel is part of Nova Broadcasting Group and is ultimately owned by United Group. It remains a Bulgarian subscription television brand rather than a standalone sports governing body, club or event organizer. Its main role is to package and distribute premium sports content to Bulgarian pay-TV viewers through the Diema Extra service.

• 2021

  Diema Sport 3 launches

  [1]Diema Sporten.wikipedia.org

  Diema Sport 3 launches on 1 July as an additional channel in the Diema Extra sports bundle.

• 2015

  Diema Extra returns as a premium sports package

  [1]Diema Sporten.wikipedia.org

  On 21 February, Diema Extra is relaunched as a sports package initially containing Diema Sport and Trace Sports Stars HD.

• 2015

  Diema Sport 2 joins the package

  [1]Diema Sporten.wikipedia.org

  Diema Sport 2 launches on 8 August, expanding the package's capacity for live sports coverage.

• 2007

  Original Diema Extra service closes

  [1]Diema Sporten.wikipedia.org

  The original Diema Extra service is closed in September after Diema Vision is sold to Apace Media.

• 2005

  Original Diema Extra service launches

  [1]Diema Sporten.wikipedia.org

  Diema Extra launches in April as a Bulgarian premium channel carrying a mixture of films, series and sports programming.

A premium Bulgarian sports television service built around live football rights, additional sports coverage, and studio-led analysis.

• Sports television channel · 2015

  Diema Sport

  The core Diema Extra sports channel, carrying premium live sports, especially Bulgarian and international football. Its schedule also includes sports magazines, studio analysis, commentator programs and talk shows. The channel serves Bulgarian subscription television viewers and functions as the principal brand within the wider Diema Extra package.

• Sports television channel · 2015

  Diema Sport 2

  A companion channel added to the Diema Extra package in 2015. Its additional transmission capacity supports the package's live-event schedule and helps carry overlapping competitions and matches alongside Diema Sport.

• Sports television channel · 2021

  Diema Sport 3

  A third Diema-branded sports channel introduced in 2021. It expanded the package's ability to present multiple live events and a broader sports schedule to Bulgarian subscribers.

• Premium sports television package · 2015

  Diema Extra

  The premium subscription bundle containing Diema Sport, Diema Sport 2, Diema Sport 3 and Trace Sports Stars HD. In its current sports-oriented form, it packages live football and other sports together with supporting studio and magazine programming.

• 2021

  Launch of Diema Sport 3Product launch

  Background

  The multi-channel sports package required further capacity for live competitions and associated programming.

  Action taken

  Diema Sport 3 launched on 1 July 2021 and joined the Diema Extra bundle.

  Aftermath

  Diema Extra expanded to three Diema Sport channels alongside Trace Sports Stars HD.

  Source

• 2015

  Relaunch of Diema Extra as a sports packageStrategy

  Background

  The earlier Diema Extra service had been closed after its mixed entertainment and sports model was discontinued. The Diema name was subsequently used for a more focused premium sports proposition.

  Action taken

  On 21 February 2015, Diema Extra was relaunched around Diema Sport and Trace Sports Stars HD, with the emphasis shifted to premium live sports.

  Aftermath

  The package became a multi-channel sports service after the later additions of Diema Sport 2 and Diema Sport 3.

  Source

• 2015

  Launch of Diema Sport 2Product launch

  Background

  A second sports channel provided additional capacity within the subscription package for a growing live-event schedule.

  Action taken

  Diema Sport 2 was launched on 8 August 2015 as part of Diema Extra.

  Aftermath

  The package gained a second Diema-branded outlet for sports programming and concurrent event coverage.

  Source

1. 1Diema Sporten.wikipedia.org
2. 2Diema Sport official websitediemasport.bg