DFL: "Bundesliga Pass (OTT service) ready to go whenever we need it" (Andreas Heyden)

"The "Bundesliga Pass" (OTT service) is ready to go whenever we need it," said Andreas Heyden, CEO of DFL Digital Sports, during a SportsPro StreamTime podcast, published on 03/11/2021.

The project was presented during a DFL general assembly in August 2019. It was to be launched in "dark markets" (international markets where there are no agreements with broadcasters) from the 2020-21 season at an average price of $7.99 (€6.90) per month. However, the Covid-19 pandemic delayed the launch of this project.

"We always have to weigh the mix of revenue potential and risk of execution. In which way do we have a higher chance of succeeding? Take a market like Indonesia, it's tough. It's a massive country with a quite low income range - but they love football. You can imagine these are tough decisions, first in discussion with the league and with our clubs," explained Andreas Heyden.

"It's like the game Mikado, where the first one to move faces the biggest challenge. At the moment it is more profitable to do a broadcast deal. It will change over time, discussions will change and we will see…