Agreement Reached: The Bundesliga and Sky on Their Broadcasting Deal
Bundesliga and Sky Austria Extend Cooperation, Securing Broadcasting Rights Until 2029/30
The Austrian Bundesliga has extended its partnership with Sky Austria, securing comprehensive live broadcasting rights for the next decade. The new deal, which runs until the end of the 2029/30 season, grants the clubs more freedoms, including the use of clips the day after a game and additional spots on Sky for marketing.
Under the new terms, all 195 games of the Bundesliga will continue to be shown live and in full length on Sky Sport Austria. This decision, despite a decrease in TV money, comes as the league seeks to create a more competitive situation in the market.
Rapid President Alexander Wrabetz views this move as a realistic and good solution due to current market conditions. The league's decision to move towards self-promotion was intended to drive forward self-promotion in the future, according to Wrabetz.
Sky's initial offer for the new rights was 25 million euros, but after the announcement of the league's move towards self-promotion, they improved their offer to 28 million euros. The total earnings from the broadcasting rights, including ORF and Sportradar, should amount to 34 million euros.
Sky Austria had a negative equity of over 220 million euros in its 2023 balance sheet, and the parent company Sky Germany has to offset this loss annually until 2030. Despite these financial struggles, the clubs do not have to worry about their TV money due to the partnership.
The agreement with ORF includes showing four games per season, as well as highlight shows on Saturday and Sunday. There will be a slight change in match timings from 2026, with a Friday game at 19:30, Saturday games at 17:00 and 19:00, and Sunday games at 14:30 (two games) and 17:00.
The clubs will open up future potential by agreeing to the new terms with Sky. The product of professional football in pay-TV in Austria does not seem to be profitable so far, but the league is committed to driving it forward in the next few years.
Despite playing it safe with the decision to continue with Sky, the Bundesliga is looking forward to the next decade of partnership, aiming to deliver exciting football to Austrian audiences.
