Hamburg – DFB GmbH & Co. KG (DFB), a 100 % subsidiary of the German Football Association has started the new pay TV sports channel "DFB.TV" in cooperation with the Sportainment Media Group. The launch is scheduled for 22 May 2026.
DFB.TV will offer a wide range of programming including live broadcasts, highlights, studio shows and archive material from the German Football Association and be available through several subscription TV platforms and a dedicated streaming app. The channel allows DFB to explore new avenues for marketing and distributing its media rights, particularly in areas that have previously received less central focus, while at the same time strengthening its direct engagement with fans and partners.
A CMS team led by Prof. Dr Martin Gerecke provided DFB with comprehensive legal advice on the design, structure and implementation of this strategically crucial media project. The advice particularly covered matters of contract, media, corporate and tax law related to the cooperation with the Sportainment Media Group and setting up the channel. Another focus of the advice was on drafting the distribution and platform agreements.
DFB.TV is being launched in collaboration with a broad network of distribution and marketing partners, including HD+, DAZN, Vodafone and Zattoo as well as other partners in the fields of media and platforms that are yet to be announced. The result is that the cooperation partners are establishing the foundation for the channel to have a huge reach.
In establishing DFB.TV as a central platform for content related to German football, DFB is laying a significant milestone in its media strategy. The project underlines the growing importance of proprietary media in the sports sector and the continuing digitalisation of sports marketing.
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