Status: 09.12.2023, 04:54 a.m.
By: Marius Epp, Tobias Utz
The allocation of Bundesliga TV rights is becoming increasingly complex. Sky and DAZN are engaged in an uphill battle, but everything could be different in 2024.
Munich – The era in which football enthusiasts could watch all Bundesliga matches with just one subscription is long gone. In recent years, the allocation of television rights for Bundesliga matches has become increasingly complicated and increasingly frustrating for supporters. Sky and DAZN are the main rivals in this competition, but the upcoming rights award in 2024 could be a turning point.
Awarding of TV rights for the Bundesliga: Clear statements from the Sky boss
Charly Classen, head of sport at Sky, told the news portal derwesten.de that the situation for fans could actually improve. He believes that the German Football League (DFL) has noticed the displeasure of the fans and is now planning to optimize the viewing experience for the audience in front of the screens. This could mean that a provider could theoretically regain all the rights and broadcast all games, which would make the experience much easier for fans.
The current TV rights allocation of the Bundesliga is causing frustration among fans. © Wolfgang Frank / Eibner-Pressefoto / Imago Images
Alice Mascia, the head of DAZN in Germany, recently expressed herself rather cautiously: She underlined that while DAZN is keen to keep the Bundesliga rights, it will make an economic decision, not an emotion-based one. Mascia made this statement to the industry magazine Spobis.
The competition between Sky and DAZN
Sky and DAZN are in fierce competition for Bundesliga rights. Both companies present different offers to fans. Traditionally, Sky has broadcast most of the Bundesliga matches, while DAZN has made a name for itself in recent years mainly by broadcasting Bundesliga matches on Friday and Sunday.
DAZN has already surpassed Sky in the German-speaking market in terms of the Champions League. With the exception of a Tuesday match, which will be shown on Amazon Prime Video, DAZN will broadcast all matches. This dominance in the Champions League could also extend to the Bundesliga should DAZN decide to aggressively court the Bundesliga rights. However, in view of the statements of DAZN Germany boss Mascia, this seems rather unlikely. According to the news portal sportbuzzer.de, DAZN currently pays about 300 million euros per year for the live rights of the Bundesliga.
Bundesliga on TV: What changes can fans expect?
The biggest impact of the changes is felt by the fans. The rising costs and growing complexity of the subscription situation have caused annoyance among many fans. The DFL has recognized this problem and is reportedly planning to improve the situation.
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The elimination of the "No Single Buyer Rule" could be a way to do this, giving a service provider the ability to broadcast all matches and simplify the fan experience. It is still uncertain what consequences the imminent allocation of broadcasting rights will have for the Bundesliga and its supporters.
Both providers, Sky and DAZN, have signalled their interest in the rights, but who will ultimately win the bid is still up in the air. (tu)
Machine support was used for this article, written by the editors. The article was carefully reviewed by editor Marius Epp before publication.