German football is experiencing financial stability, with a recent media rights auction generating 4.484 billion euros from 2025/26 to 2028/29. Club representatives, including Borussia Dortmund’s CEO, expressed satisfaction with the results despite concerns over revenue losses. However, the Bundesliga still faces challenges in competing with leagues like the English Premier League, which commands nearly two billion euros in TV rights. Efforts to enhance international marketing have been limited, and significant advancements are unlikely in the near future.
Understanding the Current State of German Football
In the realm of sports, stagnation can sometimes carry a positive connotation, particularly when it signifies stability at a high level amidst fears of decline. This scenario aptly describes the current landscape of German football following the recent media rights auction for the Bundesliga.
The world of football in Germany continues to thrive as a lucrative enterprise, generating an impressive total of 4.484 billion euros over a four-season period from 2025/26 to 2028/29. This amounts to approximately 1.121 billion euros each season. Notably, the first and second Bundesliga have even secured slightly more funding than in the previous auction held in 2020, with a total increase of 84 million euros, or 21 million annually. While this figure is slightly below the 1.16 billion euros that was allocated to professional clubs prior to the Covid-19 pandemic, it is commendable that the financial stability has been preserved.
Reactions from Club Representatives
On a recent Thursday, club representatives expressed their contentment with the outcome. Hans-Joachim Watzke, the CEO of Borussia Dortmund and chair of the supervisory board of the German Football League (DFL), highlighted the unity among clubs, noting that there were no expressions of dissatisfaction. Watzke characterized the results as a success, stating, “This is a great result for the DFL.” He acknowledged the media’s alarmist narratives, speculating on potential significant losses in revenue, but was pleased with the final outcome.
Watzke also mentioned receiving congratulations from international counterparts, emphasizing the significance of this deal for the league. It would have been surprising if club representatives had not shown great satisfaction, especially considering that the league’s international allure has not dramatically increased in recent years, making high TV rights revenues less of a certainty.
The process of awarding these rights was notably more complex this year, as DAZN raised serious allegations against the DFL concerning potential violations of antitrust laws. The DFL declined DAZN’s highest bid due to insufficient financial guarantees, leading to a temporary halt in the bidding process. DAZN remains a player in the broadcasting arena, requiring fans to hold multiple subscriptions to catch the Bundesliga action. DAZN covers the Saturday afternoon conference and Sunday matches, while Sky broadcasts the Friday games and select Saturday fixtures, including the coveted Saturday night match. Viewers can still access reports on ARD’s Sportschau for free.
However, whether this TV deal will truly capture Europe’s attention, as Watzke suggested, remains uncertain. The gap between the Bundesliga and the top-tier leagues, particularly the English Premier League, continues to be significant. The Premier League commands nearly two billion euros from TV rights, underscoring its global appeal. Despite Dortmund’s appearance in last season’s Champions League final, the Bundesliga’s ability to compete with the Premier League remains limited.
League officials are acutely aware of these challenges. Current international marketing efforts for TV rights have only yielded a modest three-digit million amount, which is crucial alongside domestic rights. Future expectations are high, yet the question remains about how to achieve this growth. Earlier this spring, a proposed deal with an investor aimed at promoting international rights fell through due to fan pushback over concerns regarding excessive influence on matchday operations, such as kickoff times.
As a result, the conditions surrounding international marketing are unlikely to change significantly in the near future. The DFL management has assured that addressing these challenges is a top priority, but a realistic assessment suggests that substantial advancements may not be forthcoming.