The Deutsche Fußball Liga (DFL), Germany’s professional soccer body, has reported a 2% rise in the value of domestic media rights following the conclusion of its new broadcasting agreements for the forthcoming four-year cycle. This achievement comes despite a protracted negotiation process.
The league has once again surpassed the €1 billion threshold in the allocation of German-language media rights. For the seasons spanning 2025-26 to 2028-29, the 36 teams comprising the elite Bundesliga and the second-tier 2. Bundesliga are projected to receive €1.121 billion per season, culminating in nearly €4.5 billion over the four years.
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With these new agreements, the Bundesliga maintains its position as the second-largest domestic broadcast contract among major leagues, trailing only the English Premier League.
The DFL has reaffirmed Sky Deutschland, the pay-TV giant, and DAZN, the international sports streaming service, as the league’s principal broadcast partners. Additionally, the free-to-air commercial broadcaster ProSiebenSat.1 has secured a comprehensive live rights package, which includes the season openers for both the Bundesliga and 2. Bundesliga, as well as the relegation playoffs and the Supercup.
Furthermore, ARD and ZDF, Germany’s leading public service broadcasters, have retained packages for highlights, while the multi-channel free-to-air network Sport1 has also acquired rights to showcase highlights from Bundesliga and 2. Bundesliga matches.
The DFL has declared that all rights were distributed through an open, transparent, and non-discriminatory tender process, which received approval from the Federal Cartel Office.
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By GlobalDataDAZN has obtained Package A in the Bundesliga’s domestic rights tender for the upcoming four seasons. This package includes the ‘Konferenz’ feature, which covers concurrent matches (161 in total) during the 3:30 pm (CET) timeslot on Saturdays.
The ‘Konferenz’ program, a staple of Sky Deutschland’s Bundesliga coverage for many years, was initially introduced by Sky’s predecessor, Premiere, in August 2000. DAZN has also secured Package D, granting it rights to the 79 Sunday matches each season.
Package B, both coveted and contentious, will remain with Sky for the next four seasons. Reserved exclusively for pay-TV broadcasters, this package encompasses Friday evening and Saturday afternoon matches, totaling 196 per season, and includes the Bundesliga relegation playoff matches.
Sky has also acquired Package C, which features the premier match on Saturday evenings and all 2. Bundesliga games (275 matches).
The assignment of domestic rights concludes a lengthy tender process that experienced delays due to a legal dispute with DAZN. The DFL had initially awarded Package B to Sky but was compelled to suspend the tender.
In late September, the German Institution of Arbitration mandated the DFL to re-auction its principal domestic media rights package, ruling in favor of DAZN.
DAZN had taken legal action, alleging that the DFL had acted unlawfully by not accepting its bid. After the delay and the court’s decision, the DFL promptly resumed the auction in November and expedited the awarding of domestic rights before the year’s end.
For the current 2021-22 to 2024-25 rights cycle, the pay-TV packages are shared between Sky Deutschland and DAZN. ProSiebenSat.1 has succeeded public-service broadcaster ZDF as the free-to-air rights holder, sports broadcaster Sport1 has acquired non-exclusive digital rights to 33 matches, and ARD/ZDF hold free-to-air highlights rights.
These agreements are valued at approximately €1.1 billion annually, or €4.4 billion over the four-year period, representing a decrease of over €200 million or 5% from the previous deal due to the economic repercussions of the coronavirus pandemic, which thwarted the anticipated growth for the Bundesliga.
Previously, the DFL had successfully increased the value of its domestic rights by 85% in the 2017-18 to 2020-21 tender, resulting in the Bundesliga earning an average of €1.16 billion per season.
The domestic rights from 2013-14 to 2016-17 were valued at €628 million per season, marking a 52% increase from the €412 million per season in the preceding cycle.
Table 1: Bundesliga rights cycle and value
| RIGHTS CYCLE | YEARS | TOTAL VALUE (€bn) | ANNUAL VALUE (€bn) | ANNUAL CHANGE (%) |
|---|---|---|---|---|
| 2025-26 to 2028-29 | 4 | 4.484 | 1.121 | 2% |
| 2021-22 to 2024-25 | 4 | 4.400 | 1.100 | -5% |
| 2017-18 to 2020-21 | 4 | 4.640 | 1.160 | 85% |
| 2013-14 to 2016-17 | 4 | 2.510 | 0.628 | 52% |
| 2009-10 to 2012-13 | 4 | 1.648 | 0.412 | 1% |
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