Maxsport
A Bulgarian subscription sports television channel group operated by A1 Bulgaria.
Last updated August 31, 2026
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Overview
Max Sport is a Bulgarian subscription sports television brand operated by A1 Bulgaria. It consists of a group of dedicated sports channels distributed as part of a paid Max Sport television package. The package is offered through A1 television services and, according to the referenced description, was also available to blizoo television customers. The brand is focused on live and recorded sports programming rather than general entertainment, with football forming a major part of its schedule alongside basketball, volleyball, tennis, motorsport, combat sports, American sports and athletics. The service began with Max Sport 1, launched on 14 January 2017, followed by Max Sport 2 on 1 March 2017. The initial channel lineup carried a broad range of international competitions, including football from Italy's Serie A, Spain's La Liga, the Dutch Eredivisie, the Russian Premier League, the Ukrainian Premier League and the Chinese Super League. Other programming included EuroLeague basketball, volleyball, ATP World Tour tennis, IAAF Diamond League athletics, the NHL, the NFL, MotoGP, NASCAR, FIA World Rallycross Championship events, UFC and boxing. The channel group expanded as A1 Bulgaria added further capacity for premium sports rights. Max Sport 3 was introduced in October 2018, with programming that included UEFA Champions League football and additional La Liga coverage. Max Sport 4 followed in January 2019 and was positioned around further football content, including the Copa Libertadores, Major League Soccer, the Coupe de France and the Turkish Cup. The brand's earlier name was Mtel Sport. This identity changed after Mtel was rebranded as A1 Bulgaria in May 2018, aligning the television service with the wider A1 telecommunications group. The transition from Mtel Sport to Max Sport therefore represented a broader corporate-brand integration rather than a change from a sports-focused service to a general television network. Max Sport's commercial proposition is based on exclusive or premium sports access for pay-TV subscribers. Its programming package has also included EDGEsport, a sports channel owned by IMG Media, alongside the Max Sport channels. The exact current channel lineup, rights portfolio, pricing, distribution arrangements and corporate management are not established by the supplied reference material and should be verified against current A1 Bulgaria documentation.
History
Max Sport developed as a dedicated sports television service in Bulgaria under the Mtel brand. The first channel, Max Sport 1, launched on 14 January 2017, establishing a paid sports offering built around international live events. Max Sport 2 followed on 1 March of the same year. Together, the two channels created a broader programming platform capable of carrying football and other sports across multiple schedules. The early service offered a wide international rights mix. Football coverage included competitions associated with Italy's Serie A, Spain's La Liga, the Netherlands' Eredivisie, the Russian Premier League, the Ukrainian Premier League and the Chinese Super League. The broader sports schedule included EuroLeague basketball, volleyball, ATP World Tour tennis, IAAF Diamond League athletics, NHL and NFL games, MotoGP, NASCAR, FIA World Rallycross Championship events, UFC and boxing. This range positioned the service as a general premium sports package rather than a single-sport network. A major corporate identity change occurred in May 2018, when Mtel was rebranded as A1 Bulgaria. The sports channels consequently moved from the Mtel Sport identity to the Max Sport name. The renaming connected the service to A1's broader telecommunications and pay-TV portfolio while preserving its sports-specialist positioning. The channel group expanded again in October 2018 with the creation of Max Sport 3. Its programming included UEFA Champions League football and Spanish La Liga content. In January 2019, A1 Bulgaria launched Max Sport 4, adding further football coverage such as the Copa Libertadores, Major League Soccer, the Coupe de France and the Turkish Cup. The Max Sport package has been described as including the Max Sport channels together with EDGEsport, a sports channel owned by IMG Media. Distribution has been associated with A1 television customers and, in the referenced account, blizoo television customers as well. The available reference material does not establish later changes to ownership, management, channel count, sports-rights contracts, pricing or current availability. Those details require confirmation from current A1 Bulgaria sources.
- 2019
Max Sport 4 launches
[1]A fourth channel was launched in January 2019 to accommodate further football content.
- 2018
Mtel becomes A1 Bulgaria
[1]The corporate rebrand in May 2018 led to the sports service being renamed from Mtel Sport to Max Sport.
- 2018
Max Sport 3 is introduced
[1]The third channel was created in October 2018 with additional premium football programming, including UEFA Champions League and La Liga coverage.
- 2017
Launch of Max Sport 1
[1]The first channel in the sports television group began broadcasting on 14 January 2017.
- 2017
Launch of Max Sport 2
[1]The second channel launched on 1 March 2017, expanding the paid sports package.
Products and positioning
A premium Bulgarian pay-TV sports offering centered on live international competition and distributed through A1 television services.
Sports television channel · 2017
Max Sport 1
The first Max Sport channel, launched in January 2017. It formed part of the original paid sports service and carried a mixture of international football and other live sports, including basketball, tennis, motorsport, combat sports and North American leagues.
Sports television channel · 2017
Max Sport 2
The second channel in the group, launched in March 2017. Its introduction expanded the package's scheduling capacity and supported the presentation of multiple sports competitions across overlapping broadcast times.
Sports television channel · 2018
Max Sport 3
Introduced in October 2018, Max Sport 3 added programming capacity for premium football. The referenced material specifically associates it with UEFA Champions League and Spanish La Liga coverage.
Sports television channel · 2019
Max Sport 4
Launched in January 2019 as a fourth channel in the group. It was created to carry additional football programming, including the Copa Libertadores, Major League Soccer, the Coupe de France and the Turkish Cup.
Subscription television package · 2017
Max Sport package
The paid sports package combines the Max Sport channels and has been described as including EDGEsport, an IMG Media-owned sports channel. It is distributed through A1 television services, with the referenced material also identifying blizoo customers as eligible users.
Brand decisions
2019
Launch of Max Sport 4Product launchBackground
Further football programming was added to the service after the introduction of Max Sport 3.
Action taken
A1 Bulgaria launched Max Sport 4 in January 2019 with coverage including the Copa Libertadores, MLS, the Coupe de France and the Turkish Cup.
Aftermath
The group reached four Max Sport-branded channels in the supplied historical account.
2018
Rebrand from Mtel Sport to Max SportStrategyBackground
Mtel, the telecommunications brand associated with the sports channels, was rebranded as A1 Bulgaria in May 2018.
Action taken
The sports television service adopted the Max Sport name, aligning it with A1 Bulgaria's wider brand architecture.
Aftermath
The service continued as a sports-focused paid television offering under the A1 Bulgaria identity.
2018
Creation of Max Sport 3Product launchBackground
The existing two-channel group required additional capacity for premium sports rights and programming.
Action taken
A1 Bulgaria introduced Max Sport 3 in October 2018 with UEFA Champions League and Spanish La Liga content.
Aftermath
The Max Sport package expanded its channel capacity and football offering.
Sources2 sources
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