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Sky Sports snaffles Bundesliga rights in UK and Ireland

Pay-TV broadcaster takes over from BT Sport after signing four-year deal with DFL.

5 August 2021 Ed Dixon
  • Contract also covers German Super Cup
  • Games to be shown on Sky Sports’ linear channels and YouTube account
  • BT Sport’s contract for Bundesliga rights expired after 2020/21 season

Pay-TV network Sky Sports will be the new broadcast home of the Bundesliga in the UK and Ireland after signing an exclusive four-year rights deal for coverage of German soccer’s top tier.

The agreement with Bundesliga International, which handles overseas media rights sales for Germany’s top two soccer leagues, covers the domestic top-flight competition, as well as the German Super Cup.

Sky will show matches across its linear channels and utilise a range of digital and social platforms to promote the Bundesliga.

The broadcaster added that it will work closely with Bundesliga International to create ‘innovative content formats’ and ‘interactive experiences’ for viewers.

Sky will kick off its coverage with the Bundesliga season-opener on 13th August between Borussia Monchengladbach and Bayern Munich, followed by Eintracht Frankfurt versus Borussia Dortmund the next day.

The premium fixture of each weekend will be shown live every Saturday at 5.30pm UK time on the Sky Sports Football channel, with further matches broadcast via Sky Sports' linear or digital channels, including Sky Sports YouTube.

The network will also show the German Super Cup game between Bayern and Dortmund on 17th August.

The agreement sees Sky Sports take over the Bundesliga rights contract from pay-TV rival BT Sport, whose latest deal expired after the 2020/21 campaign. It also extends Sky’s wider partnership with the German top flight, adding to coverage in the DACH region and Italy.

“This is a partnership that will deliver the best of the Bundesliga week-in, week-out, through world class production and multi-platform coverage,” said Bundesliga International chief executive Robert Klein.

“With Sky as our partner, Bundesliga fans will benefit from a first class football viewing experience. This, paired with the Bundesliga's trademark attacking style of football, means that fans can expect an action-packed season – featuring some of the world’s best players and the most exciting up-and-coming talent.”

Jonathan Licht, Sky Sports managing director, added: “We’re delighted to have acquired the rights to the Bundesliga. Sky Sports customers will have the opportunity to watch some of the best players in the world as well as some of the leading teams in Europe.

“This new four-year agreement adds to our football offering in the UK and Ireland which already includes Premier League, EFL, Scottish Premiership and FA Women’s Super League as well as international action in the form of World Cup Qualifiers, placing Sky Sports as the home of live football.”

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