The recent domestic Bundesliga broadcasting rights tender has yielded mixed results, according to a new survey by sports marketing agency ONE8Y. While the Deutsche Fußball Liga (DFL) celebrates a financial triumph, many German football fans express concerns.
ONE8Y surveyed 1,003 fans, representing Germany’s demographic profile. The results showed that 46% are satisfied with the distribution, 25% are neutral, and 21% are dissatisfied. Dissatisfaction stems largely from the cost of multiple subscriptions (Sky Deutschland and DAZN) needed to view all Bundesliga and Bundesliga 2 matches. This is seen as burdensome, particularly in the current economic climate.
ONE8Y CEO Hendrik Fischer stated: “This result underscores the Bundesliga’s tremendous value, even in challenging economic times.” However, he acknowledged the concerns surrounding subscription costs. The survey also revealed viewing preferences: Saturday 15:30 CET games were most popular (46%), followed by Saturday evening matches (25%), and Friday matches (13%). Sunday matches proved significantly less popular.
Furthermore, fans showed a clear preference for single-match broadcasts (55%) over the conference format (35%), which moves from Sky to DAZN from 2025-26. Interestingly, 34% of respondents considered Sky the winner of the tender, compared to 18% for DAZN, reflecting Sky's securing key broadcasting slots, including popular Saturday afternoon games.
Despite Sky's success, the dual-subscription model remains a point of contention. Fans criticize its financial strain and complicated viewing experience. While the rights division may clarify over time, the cost issue will likely persist. The new broadcasting arrangement, starting in the 2025-26 season, will test whether content availability outweighs subscription cost frustration.