In the world of German soccer, controversy is never far away. This time, the hot topic is the possibility of having games played in the United States.
The German Football League (DFL), which oversees the Bundesliga, recently announced a partnership with Relevent Sports, a media and entertainment group led by Stephen Ross, owner of the NFL’s Miami Dolphins. This collaboration aims to boost the Bundesliga’s commercial and broadcasting revenue in the U.S. The league is even planning to set up new offices in North, Central, and South America, and to kick things off, a pre-season tournament will be held in the region next summer.
Some may wonder what the fuss is all about. After all, pre-season tournaments and international tours are quite common in European football. Forming partnerships in lucrative markets is just good business sense. However, in Germany, the mere suggestion of playing regular matches outside the country sparks intense debate.
The Bundesliga is facing a significant financial disparity, especially in the U.S. market. While the English Premier League rakes in $450 million per season from its U.S. TV deal with NBC, the Bundesliga’s contract with ESPN, running until 2026, is only valued at $30 million. Relevent Sports aims to help the Bundesliga secure a better deal when the time for renegotiation comes.
But without the glitz and glamour of the Premier League, or the same level of financial resources, growing the Bundesliga presents a unique set of challenges. Any solutions will have to be mindful of Germany’s traditional football culture, which is wary of rapid change. This new partnership between the DFL and Relevent is bound to stir up controversy in the coming days.
The underlying issue here is a deep-rooted skepticism towards commercialism and external investment in German soccer. While professionalism in Germany dates back only to 1963, other major European leagues have had a head start, with England going professional as early as 1888. Consequently, Germany’s approach to wealth in football is distinct, verging on a touch of amateurism.
In 1998, the landscape began to shift as TV money flooded into European leagues. German clubs, in order to stay competitive, were allowed to reorganize their football departments into limited companies, with the option to sell shares or even go public. This move represented a significant departure from the past.
The unique feature of this restructure is that it positions fans as key stakeholders in the game. This safeguards the atmosphere, regional identity, and affordable ticket prices that define the Bundesliga. However, the regulations also deter large-scale investments seen in other leagues. As a result, the DFL and its constituents are forced to seek unconventional solutions to level the playing field – but not at the expense of fan influence.
This delicate balance was put to the test last season. A deal with CVC Capital Partners was met with fierce opposition from fans, who saw it as a threat to the essence of the sport. They staged protests, disrupted matches, and raised concerns about the future of their beloved game. The partnership with a private equity firm raised questions about whose interests would be prioritized and who would drive the critical discussions moving forward.
As German football navigates the complexities of modernization and globalization, tensions are bound to arise. The clash between tradition and evolution is a defining feature of the Bundesliga’s journey into the future.
