Sky Deutschland CEO Brian Sullivan has admitted he would have been willing to pay even more than the annual €486 million agreed for the future carriage of the Bundesliga.
Describing the German football league as one of the best in Europe, Sullivan told Handlesblatt the Bundesliga was the cornerstone of the business without which Sky Deutschland would be a very different company.
“The day of the assignment of rights, 17 April, was the best in my career. And if it was necessary, I would even pay a little more,” said Sullivan. “The price is very fair compared to what is paid in other countries. Although I was happy in our present stage of development that we didn’t have to pay any more, because it is important for us now to lay the foundation for a sustainable business. We got the fully comprehensive rights to the Bundesliga for a good price. Because we have so much exclusivity as never before, as we will be starting next season, the only supplier broadcasting the Bundesliga live.”
Sullivan said that with the Bundesliga secured it was now possible to plan for the next five years, knowing the costs and the rights that have been secured.
In the last quarter Sky generated an operating profit, the first time a positive EBITDA has been achieved since the introduction of the Sky brand. Sullivan said that that although the second half of the year may be negative once more, the overall result will be better. The shareholders [News Corp] were patient and subscriber levels of four or five million were possible.