Football fans in Germany have expressed overall satisfaction with the outcome of the recent domestic Bundesliga broadcasting rights tender, according to a recent survey by sports marketing agency ONE8Y. However, concerns linger over the need for multiple subscriptions to watch all matches live.
German football association Deutsche Fußball Liga (DFL) recently announced the results of the domestic media rights auction for the 2025-26 to 2028-29 seasons, which is seen as a financial success for the league and its 36 clubs. ONE8Y’s survey of 1,003 football fans, conducted to represent Germany’s demographic profile, found that 46% of respondents are satisfied with the distribution of rights. Another 25% are neutral, while 21% expressed dissatisfaction.
Dissatisfaction centers primarily on two issues: the cost of additional subscriptions and the perceived complexity of the rights distribution. To view all Bundesliga and Bundesliga 2 matches, fans will need to subscribe to both Sky Deutschland and DAZN, an expense that many consider burdensome, particularly given the current economic climate.
ONE8Y CEO Hendrik Fischer acknowledged these concerns but described the outcome as a win for all parties involved: “This result underscores the Bundesliga’s tremendous value, even in challenging economic times.”
The survey highlighted the importance of match timing in attracting viewers, with Saturday’s 15:30 CET games being the most popular (46%). The Saturday evening top match at 18:30 CET followed at 25%, with the Friday opener at 20:30 CET coming third (13%). Sunday matches, with kickoff times at 15:30 CET (4%) and 17:30 (5%), received significantly less interest. Additionally, fans showed a clear preference for single-match broadcasts (55%) over the conference format (35%) which will move from Sky to DAZN from the 2025-26 season.
When asked about the winner of the tender between Sky and DAZN, 34% of fans named Sky as the victor, compared to just 18% for DAZN. A significant proportion (34%) saw no clear winner, while 14% remained undecided.
Sky’s perceived victory reflects its success in securing key broadcasting slots, including the highly popular Saturday afternoon games, which align with fans’ preferences for single-match viewing. Fischer noted that despite a legal dispute involving DAZN during the first round of bidding, Sky’s final round performance solidified its position.
Despite Sky’s favorable outcome in the tender, fans remain critical of the dual-subscription model required to access all matches live. This system, they argue, places a financial strain on viewers and complicates the overall viewing experience. While the division of rights may become clearer over time, the cost issue is likely to persist as a major concern for football enthusiasts.
The Bundesliga’s new broadcasting arrangements, set to begin in the 2025-26 season, will test whether fans’ satisfaction with content availability outweighs their frustration with subscription costs.
