DFL in favour of strategic marketing partnership

“It is important that all parties involved now have clarity. The past few weeks have been shaped by careful preparation and communication on the part of the DFL management. I would therefore like to congratulate the two people responsible, Steffen Merkel and Marc Lenz. We at TSG Hoffenheim view the result positively and see it as important to further develop the Bundesliga, especially with regard to marketing, internationalisation and media content. But the close result also shows that a sensitive approach must be adopted,” said TSG Managing Director Denni Strich of the decision.

It is envisaged that the strategic marketing partnership will be implemented in the form of a licence model that provides for the establishment of a new marketing company. The global media rights and other commercial rights (e.g. central licensing partnerships and sponsorships at league level) will be licensed to the new company by DFL e.V. Through its minority interest in the company, the partner will receive a maximum of 8% of the licensing revenue from the exploitation of the DFL’s commercial rights for 20 years, the duration of the licence agreement. Specifically, sovereign rights and functions of the DFL (in the area of sport, for example), as well as the influence and rights of participation of the clubs, will be fully maintained at all times. The exact amount of the investment will form part of the negotiations with the bidders, and, in addition to the key economic points, these negotiations will also include due diligence and the finalisation of the business plan in detail. This process will be carried out with several interested parties.

At its discretion, the Executive Committee will then make a final decision on the selection of the strategic marketing partner and the conclusion of the transaction. With regard to the maximum investment amount, the financial scope, corporate governance and other issues, the Executive Committee can only enter into a contract where the key conditions and parameters that have been agreed by the clubs today have been met, and therefore only within a clearly defined framework. The process is scheduled to be completed by the end of March 2024.