Frankfurt - DFL Sports Enterprises has awarded the audiovisual media rights for German Bundesliga football for a further 18 countries in Europe and neighbouring regions for the 2015/2016 and 2016/2017 seasons in a media rights tender. As a result, it has more than doubled its licence income in comparison to the current rights period.
The marketing subsidiary of DFL Deutsche Fussball Liga achieved particularly high growth rates in Spain, Turkey and Greece. In Spain, the successful collaboration with pay TV market leader CANAL+ is to be continued. In Turkey, Eurosport, a subsidiary of Discovery Communications and a Bundesliga broadcaster with a proven track record in Scandinavia and Eastern Europe, was appointed as a strong new media partner. DFL Sports Enterprises also reached a direct agreement with a broadcaster in Greece. The rights in Russia, Ukraine and ten other CIS states such as Azerbaijan, Belarus, and Kazakhstan were awarded to the sportsman media group. The agency plans to make Bundesliga football available in Russia both via conventional TV broadcasting and digital streaming platforms. In Malta, the rights were retained by the current broadcaster Melita, while the rights for Cyprus were awarded to the current broadcaster Cytavision.
"These signings prove once more that we have been able to successfully continue our strategy of placing Bundesliga football on major international media networks, thus combining quantitative with qualitative growth," said Jörg Daubitzer, managing director of DFL Sports Enterprises. "These new European agreements will contribute to our more than doubling the international sales for the upcoming rights period, and will help us to exceed the EUR 150m per season mark already in the 2015/2016 season." This forecast exceeds previous prognoses, which had foreseen an increase from EUR 70 million to EUR 140 million per season.
In this tender process, audiovisual media rights have been awarded for the following 18 countries: Armenia, Azerbaijan, Georgia, Greece, Kazakhstan, Kyrgyzstan, Malta, Moldova, Russia, Spain (including Andorra), Tajikistan, Turkey, Turkmenistan, Uzbekistan, Ukraine, Belarus and Cyprus. The rights are assigned on a platform-neutral basis and for the applicable national language. Financial terms were not disclosed.
In contrast to previous practice, the audiovisual media rights were only awarded for two seasons in this tender. This synchronises the European license term with the national licensing period, which expires at the end of the 2016/2017 season.