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Sky’s German breakeven hangs on Bundesliga auction - Venture Insights

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Sky’s German breakeven hangs on Bundesliga auction

PublisherEnders Analysis.
Publish Date April 19, 2016
Sector Broadcast TV, Fixed Line (Internet and Voice), Media, Sports, Telecom, TV.
Company BT, SKY, TalkTalk, Virgin Media.

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At present, Sky exclusively holds all pay-TV domestic live rights to Germany’s top football league. The 2017-2021 rights auction will conclude in early June. It contains a new soft ‘no single buyer’ clause referring solely to online rights.

Sky’s real threat comes from potential bids for the main TV packages by deep-pocketed telecom or digital platforms. This could see Sky losing games and shouldering significant cost increases.

We think Sky’s German operations will break even by fiscal 2017. Beyond this, profitability is heavily dependent on the auction’s outcome. If it were to retain all live rights, Sky could afford to increase Bundesliga costs by up to 40% over the four-year period. Anything beyond this would lead to Sky making losses.