From Bayern Munich to Mainz, everyone will be able to smile this Thursday. The German league (DFL), which manages professional football across the Rhine, has secured a jackpot of 4.484 billion euros for German-language television rights (Germany, Switzerland, Austria, Luxembourg, Liechtenstein and two Italian and Belgian territories ) in the period 2025 -2029.That is, 1.121 billion euros per season to be distributed between the clubs of the Bundesliga (the elite) and the 2nd Bundesliga (the antechamber). This is double the national television rights of ligue 1 and Ligue 2 in France!
This is the third consecutive four-season cycle for which the DFL has obtained television rights worth more than a billion euros per season. From 2017 to 2021 they amount to 1.16 billion euros (4.64 billion euros in total). For the subsequent period, from 2021 to 2025, the auction held in the spring of 2020 in the midst of the Covid pandemic and with the Bundesliga stopped, resulted in a slight drop to 1.10 billion euros (4.40 billion euros in total ).
This figure goes against the trend recently observed in the marketing of television rights to sporting events. Fifa struggled to find a buyer for its new Club World Cup (15 June – 13 July), finally opting for DAZN after rejecting several bids deemed too weak for the 2023 Women’s World Cup. UEFA also has delayed the sale of its rights for Euro 2024.
The French Ligue 1 recently negotiated its television rights and saw its revenues fall by almost a third, from €726.5 million between 2016 and 2020 to €500 million for the 2024/2029 period. In Italy, Serie A received 900 million euros per season between 2024 and 2029, down 8% compared to the 2018/2021 period.
the 306 live matches of a Bundesliga season will be broadcast as in the previous cycle by the pay channels Sky and DAZN,with some marginal changes. DAZN, which won the rights for the second time, will broadcast the Saturday afternoon multiplex (and thus that of the nine matches of the 34th and final day), which has belonged to Sky (formerly Premiere) as its creation in the 2000-2001 season. .
Sky recovers the Sunday matches that DAZN had obtained between 2021 and 2025, the platform that has broadcast the Bundesliga since 2019 when Eurosport sublicensed the rights from 2019 to 2021.
How does the Bundesliga’s television rights revenue compare to other major European football leagues?
Interview with Sports Media Expert Dr. Franz Müller on the Impact of Bundesliga’s TV Rights Deal
Time.news Editor: Welcome, Dr. Müller! it’s exciting to delve into the recent declaration regarding the Bundesliga’s television rights deal. Can you explain what makes this €4.484 billion deal, which averages €1.121 billion per season, critically important in the current sports media landscape?
Dr. Franz Müller: Thank you for having me! This deal is notably significant as it demonstrates the strength and marketability of the Bundesliga, especially when many other leagues are struggling with declining revenues. The DFL has secured its position at the forefront of European football, effectively doubling the television rights revenue of France’s Ligue 1 and Ligue 2, which speaks volumes about its negotiation power and brand appeal.
Time.news Editor: It’s quite impressive that this marks the third consecutive four-season cycle where the Bundesliga has surpassed the billion-euro mark per season. How does this success contrast with other leagues, such as Serie A and Ligue 1?
Dr. Franz Müller: Absolutely. While the Bundesliga experiences steady growth in its broadcasting revenue, leagues like Serie A and Ligue 1 are witnessing significant declines.For instance, Ligue 1’s revenue fell from €726.5 million to €500 million, and Serie A’s revenue dropped by 8%. This contrast highlights the effective branding and fan engagement strategies that the Bundesliga employs, making it more attractive to broadcasters.
Time.news Editor: The recent trend shows that many sporting events struggle to find buyers for their broadcasting rights. Though, the Bundesliga seems to defy this trend.What are some of the factors contributing to this success?
Dr. Franz Müller: several factors play a role. Firstly, the Bundesliga has a reputation for producing high-quality football and competitive balance among clubs, which attracts a larger viewer base. Secondly, their innovative approach to media partnerships — such as with DAZN and sky — provides varied viewing options for fans, enhancing accessibility. the DFL’s proactive dialogue strategy has kept fans engaged, which in turn makes the league more appealing to broadcasters.
Time.news Editor: Speaking of the broadcasting platforms, can you explain the changes involving Sky and DAZN’s roles in broadcasting Bundesliga matches for the 2025-2029 cycle?
Dr. Franz Müller: Yes, certainly! DAZN will continue to broadcast a significant number of matches, including the Saturday afternoon multiplex—which is a big win for them as they regain a pivotal time slot. Conversely, Sky will recover the Sunday matches that DAZN previously had, illustrating a strategic shift between these two media giants.This dynamic interaction between them not only keeps the competition alive but also allows fans diverse viewing experiences.
time.news Editor: For the readers, what practical advice would you give to football clubs and leagues looking to maximize their television rights revenue?
Dr. Franz Müller: Clubs and leagues should focus on creating engaging content that resonates with global audiences, not just local markets. Investing in digital platforms can expand their reach and appeal to younger audiences. Additionally, collaborating with data analytics professionals to gain insights into viewer preferences can guide content strategy and improve broadcast offerings. Lastly, promoting inclusivity and fan engagement initiatives can foster a strong community around the league, increasing marketability to broadcasters.
Time.news Editor: Thank you,Dr.Müller, for these insights! It’s clear the Bundesliga is setting the pace in football broadcasting rights, and your expertise sheds light on its implications for the broader sports media landscape.
Dr. Franz Müller: My pleasure! It’s an exciting time for football and its broadcasting evolution. Looking forward to seeing how this unfolds in the coming seasons!
