The die has been cast: the Bundesliga will remain with Sky and DAZN until 2029. The two pay-TV heavyweights continue to share the rights to Germany’s top league – albeit in a slightly different distribution.
The fear of many customers: Will Sky and DAZN now increase their prices again? Both have increased prices several times in recent years. Neither of them want to rule it out. But with one provider it smells much more like a price slap.
Sky and DAZN: Price increase due to new rights
The Friday game moves to Sky, the conference to DAZN – but the bottom line is, above all, consistency. Even after the season and rights period, the Bundesliga will be shown on the same providers as it has been for years. But at what price?
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The providers once again put billions on the table for the live rights. They have to go back in. The biggest and most important lever: the subscription prices. They have already increased massively in recent years. Just two and a half years ago, a month of DAZN cost 15 euros. Today it’s a hefty 45 euros. Sky has also increased its fees; a whopping 40 euros per month are due for the Bundesliga (without a sports package).
Bundesliga providers avoid denials
Football fans are already moaning and complaining about usury. But hasn’t the end of the flagpole been reached yet? When asked about a possible further price increase, both providers are cautious. “We have not yet made a decision about pricing for next season,” Sky Germany boss Barney Mills told DPA. A DAZN spokesman said: “Even though we cannot yet provide precise information about packages and prices, we are very optimistic that the basic structure will remain stable.”
Anything but denial – and new worries for the fans. The new distribution of rights will apply from summer; the next price slap could wait for the 2025/26 season. However, it seems more likely with Sky. With the recent increases in subscription prices, DAZN has gone from being a cult object to being an object of hate. At the same time, the streaming service was the first to succeed in making Bundesliga broadcasts profitable. In the safe waters of black numbers and after several shitstorms, a further price increase would be quite courageous and could shake things up again. Things are different with Sky.
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The pay-TV giant has also overcome the worst of the crisis and averted the sale. But as since day 1, there is a minus at the front. Parent company Comcast finally wants to see profits. Just one reason that could speak for a price increase. Sky is still priced below DAZN and could therefore succumb to the temptation to catch up. And on top of that, by conquering the Bundesliga Friday, you are considered the winner of the rights allocation, but in the future you will have to pay millions more every season than before.
