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Sky and DAZN secure domestic broadcasting rights for Bundesliga

The German Football League (DFL) has announced that the revenue from its domestic broadcasters for the forthcoming 2021-25 rights cycle will be €4.4 billion (€1.1 billion per season), down from the previous €4.64 billion (€1.16 billion per season).

Broadcasting giant Sky and sports streaming service DAZN have secured the majority of the domestic broadcasting rights, Sky will broadcast 200 Bundesliga matches and all matches from the second-tier 2. Bundesliga. On the other hand, DAZN will show 106 games per season, exclusively broadcasting on Friday nights and Sunday afternoons in Germany, Austria and Switzerland.

Other winners of the rights covering 2021/22 to 2024/25 were commercial group ProSiebenSat.1 who won free-to-air rights to nine Bundesliga matches, while sports broadcaster Sport1 has acquired non-exclusive digital rights to 33 matches per season.

The new deal is a slight decrease from the current agreement between Sky, Eurosport and public service broadcaster ARD, where the value of the domestic broadcasting rights rose by 85 per cent at the last auction. Under the new agreement, Sky will broadcast 200 games, as DAZN will show 106 games per season. DAZN will exclusively show their matches on Friday nights and Sunday afternoons in Germany, Austria and Switzerland.

Current broadcasters ARD and ZDF will show top-flight highlights once the new deal is activated, while digital publishing house Axel Springer has secured the rights to show highlights from both tiers of German football.

Simon Denyer, chief executive of DAZN Group has said, “This is a watershed moment in the growth and maturity of sport streaming services and the logical next step as we continue to invest in our most mature market and the future of sport.”

The recent trend of streaming services entering the sport broadcasting realm is still at the growth stage of development. Amazon Prime was first to break into enter the English Premier League this season having the rights to two matchday weeks. Due to the coronavirus, additional games are to be shown on Amazon Prime free of charge as it’s a subscription service to customers.

Denyer goes on to say, “The partnership with the DFL is transformational and underlines our long-term commitment to supporting our partners while bringing the best possible sport to fans in an affordable, accessible and flexible way."

DFL Chief executive, Christian Seifert has said, “The result of the tender offers the clubs of the Bundesliga and 2. Bundesliga as well as fans the greatest possible stability in uncertain times. “This applies both with a view to largely preserving the revenue situation and with regard to viewing habits. A big thank you goes to the media partners for the coming rights period, who with their investments have expressed their confidence in the future positive development of the Bundesliga and 2. Bundesliga.”

The German league is the latest European giant to experience a decrease in the value of domestic rights, as the English Premier League saw their current deal with Sky, BT Sport and Amazon, drop from £5.4billion to £5billion across the next three years. Although, Amazon have been criticised about the lack of quality of their product, as fans have experienced buffering during Premier League live streams. Could streaming services be the future of sport broadcasting?

Author: James Parker