Sky, Discovery score German rights

Sky, Discovery-owned Eurosport and streamer Amazon have all gained rights to German football league the Bundesliga in a deal worth over €4.6bn (US$5.2bn).

David Zaslav

The four-year agreement cost 85% more than the last time the rights were auctioned in 2012 and will see Sky broadcasting 93% of Bundesliga matches.

Discovery made the most of new rules introduced in April that prevent one buyer holding exclusive rights to the competition by taking a 40-match package for Eurosport that includes Friday, Sunday and Monday games.

Eurosport was bought by Discovery in 2014 and the US parent has already acquired rights to the Summer and Winter Olympics from 2018 and begun sub-licensing them around Europe.

It is also preparing to take Wimbledon tennis coverage to pay TV in the UK for the first time, subject to regulatory approval.

Discovery CEO David Zaslav recently said the company’s investment in sports rights has already moved from US$150m to US$300m a year, with US$5bn committed to sports IP over the next decade.

Amazon, meanwhile, picked up internet and mobile audio rights in Germany for its first foray into German football, while local broadcaster ZDF will also air games.

Sky had previously held exclusive rights to the competition but regulators said in April that rights would have to be shared by more than one buyer.