DAZN looking at live Bundesliga rights

Sports streaming outfit DAZN is planning to bid for live German Bundesliga rights for the 2021-25 seasons when these are assigned, provided the terms make economic sense, according to local press.

Sportbild quoted DAZN German managing director Thomas de Buhr as saying that the streaming outfit was “interested” in live Bundesliga rights and would “look very closely” at a deal that makes sense for the OTT TV service.

DAZN already holds the rights to air Bundesliga highlights, as well as rights to UEFA Champions League games for which it pays a reported €100 million a season for 110 matches.

According to Sportbild, DAZN is not looking to compete with Sky for the main block of live Bundesliga rights, but would look at the kind of package currently held by Discovery-owned Eurosport, which holds the rights to air 45 games for about €70 million a season.

The paper quoted De Buhr as saying that DAZN would only be interested in a package that is “economically viable” in the context of its continued ability to provide a low-cost offering – its service is currently available for €9.99 a month without an ongoing contract.  He said a deal that forced it to raise the price of the service to a Sky-like €30 “makes no sense for us”.

De Buhr said that it was clear from DAZN’s experience of distributing Champions League and Europa League games that the German market was “ready” for live premium sports streaming services.

The bulk of live Bundesliga rights are currently held by Sky Deutschland, with Eurosport airing a smaller set of matches.

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