German Soccer

Amazon’s Next Target

  • Why it matters

    Why it matters

    Amazon could severely disrupt the German soccer broadcasting market, affecting markets shares of US, British and domestic broadcasters.

  • Facts


    • As of this week, Amazon will broadcast live audio coverage and discussion of all German premier league soccer games.
    • The Seattle-based company is rumored to have paid about €5 million for audio rights, in what is widely seen as a first step toward capturing full broadcasting rights.
    • Currently German soccer broadcast rights are jointly held by satellite broadcaster Sky and two German public television networks, ARD and ZDF.
  • Audio


  • Pdf
main 55281678 AP – soccer Bayern Munich Thomas Mueller scores Darmstadt Feb 2016
For Amazon, audio broadcasting is only the first half of the game. Source: AP

Listen up hard this weekend and you might hear a huge collective sigh of relief as millions of Germans greet the return of the country’s professional soccer league, the Bundesliga, after its summer break. No other sport is so beloved by German fans. And no other sport is so sought after by broadcasters, including London-listed Sky, partially owned by Rupert Murdoch’s media empire, and Eurosport, a subsidiary of US-listed Discovery Communications.

This season, a very familiar name will enter the soccer broadcasting market – Amazon. Not content just to sell books, groceries, and nearly everything else besides, the company is using German soccer to take its first steps into the sports broadcasting business.

Beginning on Friday, Amazon will broadcast live audio commentary on every single game in the Bundesliga, Germany’s top soccer league, which generated €2.7 billion in turnover in last year’s season – see graphic below. The online retailer bought the rights last year, when the soccer organization auctioned off broadcasting rights for four seasons to several broadcasters for €4.64 billion.

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