The German Football Association (DFB) is set to revolutionize the sports viewing experience by launching its own pay-TV channel. This innovative project, a collaboration with the Sportainment Media Group, is scheduled to go live on May 22nd.
The new linear service will operate as a 24/7 offering, marking its debut just a day before the men's DFB-Pokal Cup knockout competition final. The channel will be available not only in Germany but also across Austria and Switzerland.
The channel promises comprehensive coverage of games from various competitions including lower-league and grassroots properties. In addition to live coverage, viewers can look forward to highlights, shoulder programming, interviews, and news reports from an array of national team and club competitions organized by the DFB. Moreover, this content will also be accessible on demand. Classic matches and historical programming are part of the package too.
Accessible via mobile app
In an era where mobile accessibility is key for viewer engagement, this new venture doesn't disappoint. The channel will be available as an option via the DFB's own mobile app. Initial distribution partners include Vodafone nationwide cable network and subscription streaming service DAZN. The app reportedly comes at an annual cost of €60.
While live coverage rights for the upcoming FIFA World Cup matches in Americas are split between ARD, ZDF, and Deutsche Telekom; this platform plans on providing extensive on-site coverage such as all team press conferences from the tournament along with news reporters being present on-site.
The platform's management team comprises DFB executives Kay Dammholz, Gisbert Wundram,and Bendiz Eisermann while technical operations will be handled through facilities located in Hamburg (Sportainment's headquarters) and Frankfurt.
Marketing & advertising
The responsibility of marketing the channel and securing advertising revenue lies with Publicis Groupe, following a deal struck with the DFB.
Holger Blask, chair of the DFB board, said:
"DFB.TV marks a decisive step in the media development of the German Football Association. With this offering, we are bringing football in all its diversity even closer to the people. Content that was previously unavailable or scattered across different platforms is now bundled together – for example, the Women's Second Bundesliga or the international matches of our youth and futsal national teams. With DFB.TV, the association is sending a clear signal: for greater visibility, for all facets of football, for a modern form of fan engagement."
In other recent news from DFB, late March saw an extension of its data and betting rights tie-up with Sportradar, a sports technology heavyweight. This multi-year extension ensures that Sportradar will continue to hold exclusive data and streaming betting rights for the DFB-Pokal outside of the domestic market.
This new venture by DFB is set to bring a fresh perspective to sports broadcasting while catering to sports fans' evolving viewing preferences. With comprehensive coverage, on-demand content availability, mobile accessibility, and more; this platform promises an engaging experience for football enthusiasts across Germany, Austria, and Switzerland.
