By implication, international media revenue will not only become the biggest only? Looking at the invested resources on behalf of the league and individual teams when it comes to any internationalization efforts, there has been an overwhelming but somewhat incomprehensible focus on Asia: For example, the league and individual teams had already opened a combined seven local dependances in the Asia-Pacific region before finally opening the first local league office in the United States in October The initial enthusiasm from a few years about the activities in the Asian markets have clearly cooled down as most of the brokered partnerships e. Secondary sports increasingly moving behind the paywall is an inevitable consequence of the required dual revenue-model of advertising and subscription revenue to have any chance to successfully refinance skyrocketing rights fees for live sports. On the other hand, the resulting limited visibility for sports in certain markets in which they had to fight for any attention by consumers and sponsors to begin with certainly does not help to grow any sports.
The Bundesliga vs. Bayern's hierarchy, most notably CEO Karl-Heinz Rummenigge, has always been less than amused by the huge financial advantage enjoyed by the Premier League elite on account of their massive TV bonanza, both domestically and internationally.
Interestingly, Amazon has broken Sky and BT's coverage stranglehold by striking a ground-breaking deal to also livestream matches from next season. Breaking out abroad However, it's in the international stakes that Bundesliga seriously needs to play catch-up.
Worth 3. By opening offices in Singapore and most recently New York, DFL has shown it wants to redress this huge disbalance and spread the Bundesliga message abroad.
Fox, the international rights holder for the United States, is in the final stretch of a five-year deal. Sky, now owned by US media giant Comcast, was joined by Eurosport part of Discovery for live match coverage with ZDF also picking up some scraps as well. Going forward, Amazon has already entered the audio rights race in Germany and can be expected to expand its online streaming coverage.
Another popular service, DAZN, is already showing Bundesliga highlights and is interested in adding a Eurosport-type package to its burgeoning streaming portfolio.
With Sky Germany likely to remain the major player showing the main bulk of action, the DFL will be hoping — bearing in mind the impact of BT Sport's entry into the UK market — to attract increased competition and rivalry for the major German pay TV provider, to spark a revenue boom.
Seeking exclusivity Meanwhile, Rummenigge is supremely confident that TV football rights deals will continue to "rocket" and predicted more major global companies, in particular deep-pocketed technology and streaming giants, would become involved.
They are making their first experiences. In the future, they will get more heavily involved and target specific markets.
Meanwhile, in the coming weeks, the Bundesliga big boys have the chance to flex their muscles on the pitch against the current top-three in England in the last 16 of the Champions League.
A win or two in these three mouthwatering matchups would provide a timely boost to the Bundesliga's image before the bidding war commences in earnest, both at home and abroad. DW recommends.