The DFL is making its next attempt to raise money through an investor. Many organized fan scenes showed their rejection at the weekend.
Both fans of FC Bayern Munich and Borussia Dortmund presented banners with the inscription at the top game on Saturday evening (November 4th, 2023): “DFL & Investors: We’re keeping an eye on you!” Banners with the same words were unrolled in the Bundesliga by the active fan scenes of 1. FC Köln, FC Augsburg, 1. FC Union Berlin, FC Augsburg, Borussia Mönchengladbach, VfL Wolfsburg, Werder Bremen and VfL Bochum, among others. In the 2nd Bundesliga, fans from numerous clubs also took part in the campaign. There were also organized protests in some corners of the 3rd league, which does not fall under the umbrella of the DFL.
The message: The DFL’s upcoming attempt to enter into a collaboration with an investor will also be critically monitored.
DFL is trying to convince clubs with a changed concept
The DFL, with its two new managing directors Marc Lenz and Steffen Merkel, has been in talks with the 36 clubs since September regarding the new approach. According to information from Sportschau, the project was also said to have been discussed at a DFL meeting in Frankfurt am Main on Monday (November 6th, 2024).
Marc Lenz (l.) and Steffen Merkel, the two managing directors of the DFL
A volume of just over 700 million euros is to be targeted. To this end, the investor should receive around seven percent of the proceeds from the audiovisual media rights. At the burst one deal In May 2023 under the old DFL leadership, these key figures were two billion euros and 12.5 percent.
The key difference in the new attempt to bring an investor on board: The money should primarily remain with the DFL in order to advance the topics of digitalization and internationalization. There was already a consensus among the clubs in the spring that there is a need in this area, for example to set up their own playback platforms for Bundesliga games and exclusive content from the clubs. However, the proposal in May involved a significant financial injection for the clubs’ day-to-day business.
DFL is under time pressure because the TV rights tender is pending
As “Sport Bild” reported, the DFL wants to vote this year on whether the two DFL managing directors can conclude an investor deal, but then without another hearing and vote among the 36 clubs. The DFL management would then practically have a mandate to complete the deal. There has so far been no official statement from the DFL on the process, schedule and details of the process.
Time is of the essence, because the media rights for the four seasons from the 2025/26 season will most likely be awarded in the first half of 2024. The tender has not yet started. Insiders fear that media revenues could decline. These are the clubs’ largest source of income. An investor would also have the task of increasing this income for the DFL. That’s why he should at least be able to help shape the tender in some way.
The DFL’s main source of income is media rights.
Fan protests also led to rejection in May
Protests by fans were partly responsible for the fact that during a general meeting of the DFL in May 2023, a motion failed to achieve the necessary majority to move the investor process into the decisive phase. The fan scenes brought the issue to attention. There were also discussions about the transparency of the process, the examination of alternatives, the fairness of the distribution of money among the clubs and the possible influence of an investor. The sports show had uncovered the investor’s right of veto over certain decisions, which was anchored in the plans. When asked at the time, the DFL did not explain what exactly this veto right would have referred to.
Banner with the inscription “DFL & Investors: We’ve got you covered!” in front of the Dortmund south stand.
After the initial anger over the protagonists behind the opposing votes had subsided, the league started a second attempt. In order to gain greater acceptance among fans, DFL supervisory board chairman Hans-Joachim Watzke, who is also managing director of Borussia Dortmund, said a “partner” was being sought. “We should probably put together a smaller package and focus on the topics of internationalization and digitalization.”said Watzke in the FAZ at the end of August.
Looking abroad: Investor deals in Spain and France
Internationally, there are investor deals for the leagues in Spain and France, although in France there is increasing criticism of the deal. However, the model in France has clear differences compared to the DFL’s plans. Italy’s Serie A was also toying with an investor entry, but not all clubs there agree: AC Milan’s investor “Red Bird” has so far opposed investor entry at league level.