The German Football League (DFL) has secured new domestic broadcast contracts for the Bundesliga worth $7.39 billion over four seasons.
The deal, which will run from the 2025/26 to 2028/29 campaigns, represents a modest 2% increase from the current rights package valued at $1.82 billion per season.
This development positions the Bundesliga as the second-highest earner in domestic media rights among football leagues, trailing only the Premier League.
Key Broadcasters and Packages
The DFL confirmed that pay-TV network Sky and streaming platform DAZN will remain the league’s primary broadcast partners:
- Sky will air the majority of live matches, including Friday evening, Saturday fixtures, and relegation play-offs. It will also maintain exclusive coverage of 2. Bundesliga matches.
- DAZN secured rights to the fan-favourite ‘Konferenz’ whip-around show and will broadcast Sunday matches. The deal also extends to the DACH region (Germany, Austria, Switzerland).
Free-to-air access is bolstered by:
- Sat.1, which will broadcast key games such as season openers, relegation play-offs, and the German Super Cup.
- ARD, ZDF, and Sport1, offering highlight rights.
- RTL, airing Saturday evening 2. Bundesliga matches and highlight packages.
- Axel Springer, managing short highlight clips for digital platforms.
DFL’s statement
DFL co-chief executive Steffen Merkel spoke on the incredible record-breaking TV deal that will advance German football.
“The result of the tender underlines the unbroken popularity of German professional football, despite economically challenging times,” Merkel said in a statement.
“Trust and unity within the league association have paid off. At the end of an intensive process, a very good and comprehensively secured financial result has now been achieved.
“The clubs now have planning security at a high financial level for another four years. For the fans, our future partners in both the pay and free-to-air markets will provide a high degree of consistency.”
DFL co-chief executive Marc Lenz shared the same positive sentiment about the new deal.
“The financial security achieved with this result is a key foundation for the positive development of the Bundesliga and Bundesliga 2. From this position of strength, we must tackle the economic, sporting and political challenges – and continue to develop our leagues together with the 36 clubs and make them fit for the future,” he said in a statement.
Market Context and Challenges
The increase in Bundesliga’s media rights revenue contrasts with declines experienced by other major European leagues like Serie A and Ligue 1.
The DFL’s ability to keep Sky and DAZN involved despite legal challenges reflects the league’s strong negotiation position. While DAZN received fewer live matches, its acquisition of the ‘Konferenz’ show could drive subscriber growth.
Future Outlook
The deal provides financial stability for Bundesliga clubs, giving them an advantage over many European rivals. Moving forward, the DFL will focus on expanding its international rights income, with the U.S. deal set to expire in 2026.
The Bundesliga’s mix of traditional TV, streaming, and free-to-air options ensures fans remain well-served, setting the stage for sustainable growth and global outreach.
