The German Football League (DFL) is set to restart the awarding of its German-language media rights for the Bundesliga and Bundesliga 2., a move that has sparked both anticipation and uncertainty among clubs and interested parties, including legal streams provider DAZN and pay-TV juggernaut Sky
The DFL is preparing to auction off the media rights to the top two tiers of German football. This process will determine broadcasting rights for four seasons from 2025/26 to 2028/29.
Managed by DFL directors Steffen Merkel and Marc Lenz, the auction will conclude on December 4th with results announced on December 5th.
The reboot of this process was necessitated by an arbitration ruling in September in a dispute between the DFL and streaming giant DAZN. After months of uncertainty, this move aims to provide clubs with planning security ahead of licensing processes, which are due in March 2025.
At the heart of this issue was Package B, which included Saturday games at 3:30 p.m., individual matches on Friday evening, and a relegation round – totalling up to 196 games per season. Despite offering €400 million per season (totalling €1.6 billion), DAZN’s bid was rejected by the DFL due to insufficient financial guarantees.
Instead, Package B allegedly went to Sky for a lower offer (€320 million per season). In response, DAZN appealed to an arbitration court leading ultimately led to the rescheduling of the auction.
Interestingly enough though it may be the case that the clubs emerge as the real winners from this situation. Initially fearing revenue drops when auctions began in spring, now there are hopes revenues could actually increase. The total revenue from this rights auction could exceed expectations.
Clubs currently receive around €1.1 billion per season (plus €250 million internationally).
While German top-flight football may not match the Premier League’s revenues, an increase in revenue now seems possible and would of course be welcomed by the clubs. With DAZN and Sky aware of each other’s bids for Package B, the DFL can expect higher offers as the two compete.
The restart of the German Football League’s media rights auction has set off a high-stakes game involving major broadcasters and clubs alike. As anticipation builds towards December 4th, it remains to be seen who will emerge victorious.
