The award of the match packages in the 2017-2021 domestic football rights auction in Germany is probably optimal for Sky Deutschland (within the “no single buyer” constraint), according to research by London-based consultancy Enders Analysis.
The German pay-TV operator will broadcast around eight out of nine weekly fixtures including the top picks, while Eurosport’s package is complementary to Sky’s rather than substitutional.
Sky will, however, pay a hefty price, with the new contract costing 80% more than the current one, although the new Bundesliga rights value is not out of line with other Continental leagues, according to the report.
Enders Analysis expect Sky’s German operations to briefly break even in fiscal 2017 before falling back into losses with a return to profit if other costs are kept under control. Management has made a bold statement of self-confidence: building scale is the priority.
