Record revenues for Bundesliga - 2.5 billion euros secured in new media rights deal


DFL Deutsche Fußball Liga CEO Christian Seifert and League Association President Dr. Reinhard Rauball

Record revenues for the Bundesliga and Bundesliga 2 clubs, large-scale continuity for the television viewing audience and fresh opportunities on the internet: The League Association will secure a total income of some 2.5 billion euro for the four league seasons 2013-14 through to 2016-17 from the marketing of domestic coverage rights - equivalent to around 628 million euro per year.

That represents an increase of approximately 52 percent on the current annual average revenues of 412 million euro. The League Association and DFL Deutsche Fußball Liga unveiled the details at an extraordinary general meeting (April 17th) of the 36 current clubs and capital companies of the Bundesliga and Bundesliga 2 in Frankfurt/Main.

Sky will continue to broadcast all Bundesliga and Bundesliga 2 matches live and the company has accordingly acquired the pay-TV rights for cable, satellite, terrestrial and IPTV, as well as web TV and mobile phone distribution. The League Association has opted to maintain the "classic" coverage package, with an early round-up of the Saturday games to be shown, as currently, on free-to-air television. ARD have once again acquired the rights to the Saturday round-up, which may also be broadcast simultaneously over the internet and on mobile devices.

ARD will furthermore continue to offer highlights of the Sunday matches and has also secured a seven-game package for live broadcast on free-to-air TV. This encompasses the opening games of the season and post-winter break restart, the promotion/relegation play-offs and the pre-season Supercup. The other national broadcaster, ZDF, will continue to hold the rights for the second showing of the Saturday afternoon games and the first showing of the late (18:30) Saturday kick-off. Sport1, as is currently the case, will broadcast the Friday and Sunday Bundesliga 2 round-ups and the live Bundesliga 2 match on Monday evening.

For the first time, the Axel Springer publishing house has secured utilisation rights from the League Association. From 2013-14 onwards, Axel Springer will be able to offer clips from all the games on web TV and mobile phone networks. The clips will be available for a fee from an hour after the end of the games, and for free after midnight of the same day.

The tendering process for the Bundesliga coverage rights was implemented according to procedures closely coordinated with the Federal Cartel Office.

"This is a good day for the Bundesliga, and for German football as a whole," League Association president Dr. Reinhard Rauball said: "Clubs, fans and our media partners all now have a framework with which to plan ahead for the next few years. This agreement lays the foundations for the ongoing successful development of the Bundesliga. As far as the distribution of revenues goes, we will initiate a structured decision-making process, adopting the principles of merit and solidarity as guidelines, as we have in the past."

"The agreement fuses traditional viewing patterns with innovative, forward-looking possibilities. Factoring-in the additional international revenues, the German professional game will be generating some 700 million euro annually from the central marketing of media rights in the years ahead. With that, the Bundesliga is consolidating its position as one of the world's most profitably marketable leagues. The clubs will have more financial leeway than ever before. And it is to that backdrop that we would additionally like to thank our media partners for their confidence," commented Christian Seifert, CEO of the DFL.

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