Seifert questions domestic policy on TV rights split between two pay broadcasters

Christian Seifert

March 27 – Christian Seifert, chief executive of the Bundesliga, has called into question the league’s ‘no single buyer’ broadcasting rule which was introduced ahead of the current cycle that ends in 2021 and is designed to stop a single broadcaster from purchasing domestic rights to show all games from Germany’s top two divisions.

The rule has attracted widespread criticism for forcing Bundesliga fans to sign up to two pay-TV subscriptions, with the rights currently split between Sky Deutschland and Eurosport.

Seifert has hinted that the league could change the rules ahead of the next tender.

“I’m asking a big question mark as to whether we need a no-single-buyer rule again,” he told the Süddeutsche Zeitung newspaper. “Due to the technical possibilities in connection with the content strategies of new or existing market participants, there is also enough competition.”

Seifert said the Bundesliga is seeking an increase on the €4.6 billion it currently brings in from its domestic rights deals and wants more games shown on free-to-air television.

“We have always insisted on a good mix between free-to-air TV and pay-TV,” he said. “Football in free TV is important not only for the sponsors, who want to have a wide reach, but above all for the broad anchoring of football in society.”

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