Roger Hampel
Photo Credit: DFL
The DFL (German Football League) has once again crossed the billion-euro mark in national media rights revenue. For the seasons 2025/26 to 2028/29, the 36 clubs of the Bundesliga and 2. Bundesliga will share a total of €1.121 billion per season, amounting to a staggering €4.484 billion over the four-year cycle. This represents a 2% increase compared to the previous cycle, maintaining the leagues' position as having the second-highest national media contract among all football leagues globally.
Highlights of the Media Rights Allocation
• Sky: Exclusive live broadcasting rights for all Bundesliga matches on Friday and Saturday, including the Saturday evening top match, and all games of the 2. Bundesliga.
• DAZN: Live coverage of the Saturday Bundesliga Conference and all Sunday Bundesliga games.
• RTL: Free-TV rights for the 2. Bundesliga’s Saturday top game and pay-clip rights.
• Sat.1: Live broadcast rights for major events such as the season opener, Supercup, and relegation playoffs.
• ARD and ZDF: Continue to hold highlight rights for Bundesliga and 2. Bundesliga matches.
Sport1: Retains the rights to broadcast summaries on Sunday mornings.
What the Leadership Says DFL Media Rights
Steffen Merkel, DFL Managing Director, emphasized the significance of this agreement:"This result highlights the enduring popularity of German professional football, even in economically challenging times. Trust and unity within the league association have paid off, ensuring a financially secure future for the clubs for four more years. Fans will also benefit from continuity with existing partners across pay and free-TV."
Marc Lenz, also a DFL Managing Director, added:"The financial security provided by this deal is crucial for the positive development of the Bundesliga and 2. Bundesliga. From this position of strength, we aim to tackle economic, sporting, and political challenges while ensuring our leagues are well-prepared for the future alongside our 36 clubs."
Pay-TV Remains Dominant
The allocation of pay-TV rights remains unchanged, with Sky and DAZN sharing responsibilities:
• Sky will continue to broadcast all Friday and Saturday Bundesliga matches, including the top Saturday evening game, and all 2. Bundesliga fixtures.
• DAZN will stream the Saturday Bundesliga Conference and all Sunday Bundesliga matches live.
Expanded Free-TV Coverage
The free-TV landscape sees a continuation and slight expansion of coverage:
• Sat.1 secured a package featuring the Bundesliga and 2. Bundesliga season openers, the Supercup, and the relegation playoffs.
• ARD and ZDF retain highlight rights, with ARD showing summaries on Saturday evenings and ZDF airing content later the same evening.
New and Enhanced Clip Rights
A new addition to this cycle is the introduction of short-clip rights:
• RTL will provide pay-clips immediately after match conclusions.
• ZDF acquired the rights for freely accessible match summaries from Monday.
• Axel Springer will debut with short clips available from Monday.
Audio Rights Secured by ARD
In the audio segment, ARD continues to dominate, securing rights for both traditional radio (UKW) and digital platforms.
Transparent Process Ensures Success
The entire allocation process was conducted transparently and in collaboration with the Bundeskartellamt (Federal Cartel Office). The distribution of revenues among the clubs will be decided by the DFL presidium.
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