Giant streaming services Netflix, Disney, and Apple make their bids for Germany's Bundesliga football league
The German Football League (DFL) is revamping its strategy for selling TV rights, prioritizing significant traditional media deals domestically while also exploring expanded international distribution and the inclusion of streaming platforms.
Domestic TV Rights Reach Record Levels
In a significant move, the latest auction for domestic TV rights surpassed €1 billion per season for the first time, totaling €4.64 billion for a four-year deal (2025–2029). The bulk of live rights (93%) remains with Sky Deutschland, which paid an 80% premium over the previous deal despite getting fewer rights. Discovery's Eurosport will broadcast 40 games per season, marking wider distribution beyond Sky. Free-to-air networks ARD and ZDF also acquired highlight and some live rights.
The DFL's International Strategy
Internationally, particularly in the U.S., the Bundesliga is at a critical point of renegotiating media rights as the current six-year ESPN deal (worth ~€35 million per season) expires after 2025–26. The DFL is aiming for broader, possibly combined deals involving multiple territories. Streaming platforms like DAZN, which already hold Bundesliga rights in Germany and other countries, are expanding their presence in the U.S. and Latin America.
However, there is no indication that global entertainment streaming giants such as Netflix, Disney, or Apple currently hold Bundesliga rights or are leading bidders in the DFL’s distribution strategy. Instead, traditional broadcasters such as Sky and Eurosport, plus specialized sports streamers like DAZN, dominate the market.
Aiming for More Coherent, Larger-Scale Deals Abroad
The DFL has not yet unified international contracts globally; rather, rights deals tend to be managed regionally or country-by-country. The ongoing U.S. rights negotiations, along with efforts to increase regional content and commercial presence, suggest the DFL is aiming for more coherent, possibly larger-scale deals abroad but not a complete unification of international contracts yet.
The Future of TV Rights: A Long-term Strategy
This strategic move is part of a long-term strategy by the German Football League to address issues in selling TV rights and changes in media markets. The DFL has also prepared a backup plan for TV marketing, with their 6.5% stake in the paid sports channel Dyn offering a new opportunity for direct customer contact.
The awarding of TV rights for the Bundesliga is overseen by the Federal Cartel Office, ensuring fair and competitive bidding processes. This strategic shift is a testament to the DFL's commitment to adapting to the evolving media landscape and maximizing the value of the Bundesliga's TV rights.
[1] Bundesliga TV rights auction breaks record
[2] Bundesliga TV rights: How the money is shared
[3] DFL eyes US market with new media rights deal
[4] DAZN aims to be a global player in sports streaming
[5] Bundesliga's US rights up for grabs
[1] In light of the German Football League's (DFL) strategic revamp, the latest domestic TV rights auction for the Bundesliga hit a record-breaking €1 billion per season, totaling €4.64 billion for a four-year deal (2025–2029).
[2] Both traditional media outlets, such as Sky Deutschland, Discovery's Eurosport, ARD, and ZDF, and streaming platforms like DAZN, are investing in the social-media era of entertainment, sports, and football coverage, with each platform securing a piece of the lucrative bundesliga pie.
