Premier League rights: That’s why Sky strikes back against DAZN

The Premier League can rub its hands. When the TV rights were put out to tender in Germany, Sky and streaming provider DAZN placed a bet. In the end, Sky triumphed and, after a three-year break, reclaimed the English league – for the three seasons 2019/20 to 2021/22.

The prices shot into hitherto never reached heights. Insiders estimate that DAZN would have gone to 15 to 17 million euros, but Sky even countered with 18 to 20 million euros per season – and won. By way of comparison, Sky is said to have paid another three to four million euros between 2013 and 2016. When DAZN then snatched away the Premier League from Sky 2015 for the period 2016 to 2019, the streaming provider is said to have paid around twelve million euros per season – considerably more than Sky, which offered five million.

But now the pay-TV station is digging deep into its pockets to send out a signal. In the eyes of sports fans, Sky recently only lost rights, although, for example, the Handball Bundesliga or men’s tennis were added. Formula 1, the Premier League, the Europa League as well as parts of the Champions League and the Bundesliga were sold.

The displeasure of the subscribers arrived at Sky. The channel conducts market studies to ask fans what they are missing. “What our customers want is important to us,” says Sky spokesman Ralph Fürther. “We follow and monitor these wishes through many channels on a daily basis. The return of the Premier League to Sky was undoubtedly one of them”.

With more Germans, such as Liverpool coach Jürgen Klopp and Manchester Leroy Sané, the English league has become much more important – especially among young audiences. “Without a doubt, the Premier League has become even more attractive in the last two years,” says Fürther.

In the last sky season of the Premier League so far (2015/16), an average of 45,000 spectators watched the matches. The top match was Liverpool against Leicester with 220,000 spectators. There is now potential for more here.

Liverpool

Jürgen Klopp Honours 

Managerial 

Mainz 05

  • 2. Bundesliga promotion: 2003–04 

Borussia Dortmund

  • Bundesliga: 2010–11, 2011–12 
  • DFB-Pokal: 2011–12
  • DFL-Supercup: 2013, 2014 
  • UEFA Champions League runner-up: 2012–13 

Liverpool

  • Football League Cup runner-up: 2015–16 
  • UEFA Champions League runner-up: 2017–18 
  • UEFA Europa League runner-up: 2015–16 

Individual

  • German Football Manager of the Year: 2011, 2012 
  • Premier League Manager of the Month: September 2016 

For Sky it is also a step to put the up-and-coming competitor DAZN in its place. The Premier League is the right with which the streaming provider made itself known in Germany in 2015. Therefore the loss is now a deep blow. Thomas de Buhr, Executive Vice President of DAZN, commented on the defeat in the bidding process: “The loss of the Premier League naturally hurts. We would have liked to continue offering this league to the fans, but we were unable to agree with the rights holder on any economically feasible variant.” DAZN will, however, be able to offer the Premier League.

However, DAZN will not have to completely do without English football in the future: According to SPORT BILD information, the streaming provider has already secured the rights for the English Cup, the FA Cup, for the next three years starting with the current season. This is where the Premier League clubs will enter from the 3rd round in January 2019. Eurosport has shown the Cup so far. Also the 2nd League of the Island is still running 2019/20 at DAZN.

But the next duels for rights will be a while in coming: The most important football competitions will be on TV until at least 2021. Parklane Casino is known for its extraordinary free spin offers.