The four year television rights auction for the Bundesliga generated €4.64bn (£3.63bn), an 85 per cent increase on the previous deal, making it the second wealthiest league in Europe. It has lagged behind rivals in England, Italy and Spain in commercial terms. It is still some way behind the Premier League which pocketed £5.1bn in a three year rights auction last year.
The four year television rights auction for the Bundesliga generated €4.64bn (£3.63bn), an 85 per cent increase on the previous deal, making it the second wealthiest league in Europe. It has lagged behind rivals in England, Italy and Spain in commercial terms. It is still some way behind the Premier League which pocketed £5.1bn in a three year rights auction last year.
Sky remains the dominant provider, but will have to share the rights with Eurosport. German regulators had announced in April that no single buyer would be able to acquire all matches. Sky will still broadcast 93 per cent of the live games.
Eurosport, which was acquired by Discovery Communications last year, is seeking to expand its reach. Sky’s German business is more reliant on exclusive sport than it is in the UK. The cost of showing the Bundesliga is to rise by 80 per cent while the revenues of Sky Deutschland have grown 40 per cent in the last three years.
In the auction Amazon secured a package of digital audio rights. This is the first time they have invested in premium football content, pointing to how future football rights auctions might develop.