First mover Bundesliga renews Japanese TV deal; rejigs Eurosport/DAZN rights

May 20 – The gentle trend towards longer term broadcast rights agreements in international broadcast markets has been continued with the Bundesliga announcing a five-year extension to its SkyPerfecTV! (SPTV) deal in Japan.

The Bundesliga was the first of Europe’s major leagues to return to play last weekend and the league has wasted no time building on that first mover advantage in international markets.

No figure has been given for the value of the deal which will see more than 200 Bundesliga and Bundesliga 2 matches per season broadcast by SPTV. The extended deal begins with the start of the 2020/21 season.

SPTV will exclusively show live, delayed and replay coverage of the league seasons, including promotion/relegation play-off matches. Also in the package is the DFL Supercup which kicks off the German season.

Bundesliga International CEO Robert Klein said: “SPTV has been integral on our journey to connecting with Japanese fans. The Bundesliga continues to be a fantastic platform for Japanese national team players to become stars known around the world, and we particularly value our relationship with the Japanese fanbase. Not only do we want to continue bringing them exciting action on the pitch, but also to grow the Bundesliga community through active participation events and engagement with local fans.”

There are currently three Japanese national team players making an impact with Bundesliga clubs – former national team captain, Makoto Hasebe (Eintracht Frankfurt), Japan’s star striker, Yuya Osako (Werder Bremen), and rising star, Daichi Kamada (Eintracht Frankfurt).
Eiichi Yonekura, Representative Director and President of SKY Perfect JSAT Corporation, said: “Since our exclusive broadcasting rights deal began in 2017, the Bundesliga has been a valuable partner in delivering the highest quality football to the Japanese football fans. With this renewed partnership, we look forward to bringing the fast and modern football that defines the Bundesliga home to Japan.”

DAZN seeks clarity on Bundesliga rights

Digital broadcaster DAZN, which secures its rights to the Bundesliga via a sub-licensing deal with Eurosport, is looking to secure its rights despite Eurosport seeking to exit its own deal. contractual dispute with the German Football League (DFL).

Eurosport currently pays €70 million per season for domestic rights to 45 Bundesliga matches. The broadcaster claims that because of the suspension of the league it has the right to cancel its contact.

DAZN has baulked at cancelling their deal with Eurosport and wants to broadcast the matches it has within that agreement. The solution to the impasse will likely mean DAZN negotiating their rights directly with the German Football League (DFL). DAZN have already done this for Leverkusen vs Werder Bremen game last weekend that wasn’t part of the deal with Eurosport.

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