Austria's Football Bundesliga Plans Self-Marketing from 2026

The current offers from bidders "unfortunately do not reflect the positive development of the league from our perspective," said the CEO of the Austrian Football Bundesliga, Christian Ebenbauer, following a conference of league clubs on Tuesday.

Platform for Live Games of the Austrian Football Bundesliga Planned

The Bundesliga has been advancing corresponding plans for about "one and a half years," as Ebenbauer told the APA - Austria Press Agency. An economic analysis has shown that a "Direct to Consumer" model is the best. Through a platform where league games are to be seen live, they want to approach end customers directly. The Bundesliga is to become a media company - probably through its own company, likely together with partners. In this way, more money should remain in the end.

The details are still largely open, and numerous questions still need to be clarified. First, it is necessary to clarify the legal and financial framework conditions. "It's simply the implementation. What we have finished on paper now needs to be brought to life," said Ebenbauer. "By the end of the year, we want to tell our fans where and how the Bundesliga will be viewable from summer 2026." A role model is the Dutch league, which started a similar process in 2008 with the founding of its own media company. The Eredivisie is one of the few leagues that "currently still have increasing revenues, considering the last few years."

In June, the business plan will be discussed with the clubs in another club conference. Parallel discussions are taking place with potential investors. "That capital is necessary is undisputed," Ebenbauer clarified. High costs would initially arise, especially for technology and in the personnel area, where massive upgrades would be needed. It is not intended for the clubs to contribute money.

Austria's Football Bundesliga Continues to Engage with Providers

The door for the path through a classic rights deal is officially not yet closed. The tender for the new period from 2026 is still active and will not be withdrawn. "We are in exchange with all bidders and also in a very open, transparent exchange with our current and long-term partner. That the views diverge is currently the case," said Ebenbauer.

Moreover, even with a Bundesliga self-marketing, free TV, secondary, or subsequent exploitation rights would be offered. "One does not exclude the other." They could also collaborate with established providers in the market - likewise with the technical infrastructure, even if this is "currently not covered by our business plan." "But it is also a living document and a 'work in progress,'" emphasized Ebenbauer.

The objective reporting will certainly not be lost, reassured the league boss, referring to the DFL, which produces the worldwide TV base signal for all games of the Bundesliga and 2. Bundesliga in Germany through a subsidiary. "I believe the reporting there is quite normal and also critical or as it should be for objective reporting." That they want to "promote and present their own product well" is "sensible and right," emphasized Ebenbauer.

(APA/Red)

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