tisdag 17 april 2012

Sändningsrättigheterna till Bundesliga

Idag annonserades att Sky Deutchland AG har vunnit auktionen om de nationella sändningsrättigheterna för Bundesliga för fyra säsonger med start 2013-14. Enligt Bloomberg får Sky betala €468 miljoner per år. Totalt sätt inklusive de free-to-air rättigheter som Bundesliga säljer förväntas den högsta ligans intäkter från media att öka till cirka €600 miljoner, en ökning med 52% från det nuvarande avtalet.

Den stora ökningen är kanske något förvånande eftersom Sky Deutchland som har haft rättigheterna sedan 2009 inte tjänar några pengar på sin verksamhet. Anledningen till det är att tyskarna inte vill betala för att se på TV. De ser inget värde i det som sänds på betalkanalerna och The Economist hade för  snart två år sedan en artikel om det (läs den gärna här).


Så man kan naturligtvis fråga sig varför Sky Deutchland betalar ännu mer pengar för den kommande perioden. Det sägs att bl.a. Deutche Telecom och Al Jazeera konkurrerade om rättigheterna vilket naturligtvis drev upp priset. Det senare bolaget knyckte i höstas rättigheterna till den franska ligan framför näsan på de förra innehavarna Canal Plus.

Så alternativet för Sky Deutchland hade varit att inte köpa sändningsrättigheterna till Bundesliga och då hade  man troligtvis ha fått stänga igen butiken inom en snar framtid. Premium Sporträttigheter i allmänhet och toppfotboll i synnerhet är kanalbolagens enskilt största försäljningsdrivande rättighet. För att finansiera förvärvet räknar Sky Deutchland AG (som till 49% ägs av Rupert Murdochs NewsCorp) med att resa €300 miljoner genom en nyemission under 2012. Till aktieägarna säger bolaget att man kommer att gå med vinst 2013. Det har man dock sagt flera gånger tidigare och det här blir den åttonde emissionen sedan bolaget noterades på den tyska börsen 2005.

Så den här affären är troligtvis något av sista chansen för Sky att överleva i Tyskland. Bolaget måste öka antalet abonnenter från de ca 3 miljoner som man idag har. Den tyska marknaden är som bekant mycket större än men Sky måste få tyskarna att ändra sitt konsumentbeteende och få dem att allokera mer av sina disponibla inkomster från andra varor och tjänster till att köpa betal-TV.

Hur stor effekt får då avtalet för de tyska klubbarna? Nedanstående figur simulerar en ungefär ökning från dagens nivåer och hur den kommer att distribueras till ligans samtliga klubbar, från Bayern München som får mest pengar, till den klubb som får minst. Förvisso kommer de tyska klubbarna att uppleva ökade intäkter och man kommer att öka sin konkurrenskraft mot omvärlden och får därmed bättre möjligheter att konkurrera om talang. Steget till den absoluta toppen är dock fortfarande relativt stort och om ett par månader kommer Premier League att lägga ut sina sändningsrättigheter till försäljning. Marknadsbedömare pratar om en ökning på 35-50%, då främst från tillväxtmarknaderna i Asien.

Klubbarna i Bundesliga får nu hålla tummarna att Sky Deutchland är framgångsrika och lyckas nå lönsamhet. Om tysken till slut lär sig att betala för TV så finns det mer pengar att hämta i framtida avtal. Om Sky däremot misslyckas så är den framtida tillväxten på ligans mediaintäkter begränsad.  


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