The traditional clubs are calling for a rethink in the distribution of media revenues and want to strengthen the “interest” factor. The tug of war in the distribution battle has begun.
The billion-dollar rights poker has only just come to a successful end, and the next tug of war is already ensuing: traditional clubs against up-and-coming newcomers, large clubs against football dwarfs – everyone wants to get as big a piece as possible of the TV money pie that comes from the German Football League ( DFL) were negotiated. The faction of the fallen industry giants is going on the offensive.
They swing themselves as spokespersons Hamburger SV and Schalke 04 on. “In no other top European league are issues such as stadium occupancy, subscriptions, brand reach or participation in top evening games given as little consideration as in Germany,” complained CFO Eric Huwer SZinterview and was in the same vein as the “Royal Blues”.
Previously, the “interest” factor was weighted at three percent. Not enough, say the Gelsenkirchen team, who also languished in the second league. Their main argument: Through high TV ratings, a stadium that is always full and fans’ choreographies that are worth seeing, the clubs have at least enhanced the product of “German football” and increased the willingness of the rights holders to pay, which will amount to just over 1.1 billion euros from the coming season Pay for playing time.
“We will work hard to adjust the distribution,” said S04 CFO Christina Rühl-Hammers, while supervisory board chairman Axel Hefer complained: “It is difficult to understand why clubs that do not generate any added value in terms of ratings are cross-subsidized.”
Of course, Huwer also made it clear, sporting success “must continue to be strongly taken into account and rewarded”. What this success looks like should be partially redefined. At least when it comes to the “big” clubs, whose sporting record has not been convincing in recent years.
TV money criticism of the “small” clubs: Success should be the focus
But the “little ones” Bundesliga defend their piece of the pie with all means possible. Mainz 05-Sports director Christian Heidel has already acted as an advocate. The former Schalke sports director dislikes the approach of “wanting more money because as a traditional club you may have worked very well 30 or 40 years ago”: “Especially since it is noticeable that those who have the biggest financial problems are the ones who are heard loudest.”
The people of Mainz find the previous distribution to be “very fair” (of course), because: “If football is no longer based on performance, the alarm bells must ring,” said Heidel Frankfurter Rundschau. In addition, “the big players in the second league are certainly not forbidden from getting promoted back to the Bundesliga.”
To the Bundesliga
As soon as the rights were awarded in 2016, the then Bundesliga Dino HSV dealt with it 1. FC Cologne, Eintracht Frankfurt, Werder Bremendem VfB Stuttgart and Hertha BSC to form the “market value team” and put forward “soft” arguments about distribution (viewers, TV ratings). The alliance no longer exists.
“Interests constantly shift, depending on whether the clubs are doing well or badly,” admitted Huwer. Looking back, the clubs achieved at least partial success – before the last rights were awarded in 2020, the interest factor had not yet played a role.
TV money: Second division teams demand more payment of interests
Now, according to the fallen traditional clubs, it should be increased. In England or Italy, “20 percent is completely normal for the attention factor,” said Huwer: “Currently I think an increase to ten to 15 percent is a fair compromise.” S04 boss Hefer even suggests a 50:50 distribution based on performance and interest.
That the industry giants Bayern Munich and Borussia Dortmund would benefit the most, Huwer would be right. The two clubs are “symbolic of sporting success and the pillar of interest – and as driving forces they are largely responsible for the attractiveness of the Bundesliga.”
Now the DFL presidium is asked to weigh up the arguments in the verbal tug of war. A key should be found by January at the latest in view of the licensing deadlines – the DFL won’t please everyone. (SID)
(Photo by Simon Hofmann/Bongarts/Getty Images)
