DAZN, the global sports streaming service, has retained domestic rights to Belgian soccer’s top-tier Pro League for the next five-year cycle on reduced terms.
The new agreement, which was voted through by the clubs on Thursday (December 20), will be worth €84.2 million ($87.5 million) per season, a significant drop from the current five-year contract worth €103 million annually.
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The reduction in broadcast fees has prompted clubs to talk about a review of the current league format.
DAZN will continue as the live rightsholder of the top-flight Pro League for the 2025-2030 period, with the deal also covering the second-tier Challenger Pro League, the women’s Super League, the domestic Croky Cup and the Supercup.
The platform will additionally hold rights to highlights, delayed digital clips, and a Monday evening magazine show.
Meanwhile, public-service broadcasters VRT and RTBF (French language) have secured radio rights for the next five years.
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By GlobalDataThe Pro League also stated that it is “entitled to a share of the additional turnover from DAZN.”
The 16-team league projects that the total broadcast revenue will reach €93 million once it awards international media rights and betting rights, which it said will be done in early 2025.
The top Belgian league finally arrived at a figure it was satisfied with after rejecting the initial bids that came through following the launch of the tender process in September.
Those bids reportedly came from DAZN, Telenet, and Proximus, but fell below the league’s asking price.
Lorin Parys, Pro League CEO, said: “From €60 million in the first bidding round, we will finally land at least €93 million. In volatile and challenging international market conditions, we have done a good job.”
The reduction reflects a general downward trend in a European media rights market that has dwindled. TV deals in Italy and France have stagnated or decreased with those top leagues struggling to maintain value in their recent deals.
Earlier this month, however, the German Bundesliga secured a 2% uplift in its new four-year domestic rights deals with pay-TV giant Sky and DAZN which will bring in just over €1.12 billion.
With its lucrative overseas rights, the English Premier League has been the only true growth market.
Parys added: “The allocation of the media rights is always an important moment for the fans and the clubs.
“Together with our clubs and media rights holders, we are working on more innovation, better accessibility of our football for the fans, and the development of our competitions as strong brands that provide sports and entertainment.”
In total, eight rights packages were available for purchase – three specifically for the Pro League.
The league was strategically supported through the process by the IMG agency.
DAZN currently holds the Pro League’s domestic and international rights after it acquired previous rights holder Eleven Sports in 2023. Eleven tapped sports agency Mediapro to distribute international rights in partnership with the league.
Belgian clubs have yet to discuss the distribution of the rights revenue and the league format, which has long been a subject of controversy.
The Belgian top flight combines a regular league format with season-ending playoffs. Club Brugge, one of Belgium’s leading clubs, are keen on a revamp of the league format with fewer domestic matches. Such a move would allow for a bigger focus on European club competitions, which are more lucrative.
