Where will viewers be able to watch Belgian football from next season? On the DAZN APP, this is already a certainty. For those who hope to be able to have it through their TV or internet offer, the answer will come during discussions between DAZN and operators such as Proximus, Orange, Telenet, etc. “Our wish remains to be visible online (Editor’s note: on television) everywhere, as it was”explains Jan Mosselmans, Program and Operations Director DAZN Belgium.
Will this “Netflix of sport” once again transfer the rights to the Belgian Cup and TV magazines to others? “It’s under consideration”answers Jan Mosselmans. Only the radio rights, auctioned for the first time, were sold to other players: RTBF and VRT.
2. 84 million in the pocket, target 90 or more
The Pro League was transparent about the amount of this overall agreement: €84.2 million. This is a guaranteed minimum which could even increase, because there are still calls for tenders which will be launched at the beginning of 2025: the retransmission rights of the betting companies and the international rights.
The latter were around €2 million this season and it is said that the Pro League has received expressions of interest for an amount at least doubled. “Once all these amounts are combined, we estimate that we will receive around €90 million.”explains Lorin Parys, the CEO of the League, happy to have closed this first chapter. The optimistic scenario presented to the clubs this Thursday even spoke of €93 million, if certain conditions are met.
How are media rights distributed? Here are all the amounts received by the clubs for 2023-24
Around 10 to 13 million less than the current amount (103 million), therefore. “90 million is the amount that corresponds to the market, in my opinion”approves Philippe Bormans, the CEO of Union Saint Gilloise. “The clubs have seen the reductions which have affected certain countries and are happy with the security that this amount represents for five years.continues Lorin Parys. At least, those who think about selling collectively.
3. Distribution key, reform, solo negotiation: there is still a way to go
“The proposal was voted on unanimously, and in less than an hour, which means that the hardest part is yet to come”this leader said with a wink as he left the meeting. The first half of the work was finalized this Thursday. There remains the other half, which promises to be more tense: drawing up a new distribution key for these €90 million between the different players in the G5, K11 and Challenger Pro League.
“With the clubs we preferred to discuss the key and a possible reform of the championship desired by some next year”continues Lorin Parys.
Bruges and Anderlecht discretes
Philippe Bormans pleads for a collective vision: “We have financial stability today. A discussion on the format will follow, it promises to be more difficult and I hope it will lead to sporting stability too. We came very close to a reform last summer, but it was clear that few clubs are happy with the current format. Everyone needs to put water in their wine.”
The Pro League does not vote on changing the format
Bruges did not say a word this Thursday; nor Anderlecht either, for that matter. This does not mean that the two Belgian giants are satisfied. They are not happy with the format or the amounts they receive in media rights. And there is little chance that they will agree to receive 10% less. The threat of negotiating one’s rights alone risks being brandished. A big showdown ahead, then.
“In reality, we sold rights to DAZN that we don’t actually own”continues this leader. The agreement signed with DAZN obviously concerns a collective sale and will only be signed on the day each club has given its “go” to the sale of its rights, which is not yet the case and will only be the case. after negotiations on key and format.
It will be up to the working group on the distribution key, Lorin Parys and the Board to carry out the work well so that the start of 2025 does not lead to a chaotic spring. “This Thursday was the hors d’oeuvre. The main course is yet to come.”concludes this interlocutor.
