Bayern-Aufsichtsrat Karl-Heinz Rummenigge (69) hat in SPORT BILD beim Thema TV-Auslandsvermarktung der Bundesliga den Angriff auf Spaniens LaLiga gefordert.
Nun steht sein Finanzvorstand Michael Diederich (59), der seit Ende 2024 dem DFL-Präsidium angehört und im Aufsichtsrat der Bundesliga-Vermarktungstochter „Bundesliga International“ sitzt, mit in der Verantwortung: Diederich gehört nach SPORT BILD-Info einer neuen DFL-AG an, die einen Maßnahmenkatalog zur Steigerung des Interesses an der Bundesliga und 2. Liga in internationalen Zielmärkten erstellen soll.
Weitere AG-Mitglieder: DFL-Geschäftsführer Steffen Merkel (39), BVB-Geschäftsführer Carsten Cramer (56), Leverkusen-Boss Fernando Carro (60), Fortuna-Vorstandschef Alexander Jobst (51), Stuttgart-Vorstand Rouven Kasper (43), Bochum-Boss Ilja Kaenzig (51) sowie Peer Naubert als Geschäftsführer der „Bundesliga International“.
Spannende Eberl-Aussage: Steckt Wirtz hinter dem Müller-Aus?
In dieser Saison kassiert die DFL aus dem Ausland 218 Mio. Euro – Tendenz steigend Richtung 250 Mio. Aktuell wird über den Verkauf der TV-Rechte in der MENA-Region (Mittlerer Osten/Nordafrika) verhandelt.
Ziel der DFL ist es, die Laufzeiten sämtliche Auslandsverträge ab Sommer 2029 zu harmonisieren, um dann nicht häppchenweise in einzelne Länder, sondern in ganze Regionen/Kontinente zu verkaufen.
Zu den Maßnahmen, die die AG erstellt und die danach in den DFL-Gremien sowie in der Versammlung der 36 Profiklubs besprochen und beschlossen werden sollen, könnte z.B. ein Mini-Turnier in den USA mit zwei bis vier deutschen Klubs gehören nach Beispiel der „Summer Series“ der Premier League (in diesem Jahr mit Manchester United, FC Everton, West Ham United und AFC Bournemouth).
Wichtige Voraussetzung für Wachstum auf internationalen TV-Märkten ist aus Sicht der DFL-Bosse ein enger Schulterschluss zwischen DFL und Vereinen. Zumal Marktforschung und Gespräche mit internationalen TV-Sendern gezeigt hätten, worauf es ankommt:
1. Topstars
2. lokale Stars aus den Zielmärkten
3. starke Klub-Marken, die in den Zielmärkten hohe Präsenz haben
4. sportliche Erfolge auf internationaler Ebene, von den Klubs genauso wie von der Nationalmannschaft
5. ein spannender nationaler Wettbewerb
Auf dem Papier liegen die Spanier in dieser Saison bei 679 Mio. Euro aus dem Ausland und damit auf Platz 2 hinter der Premier League (2,177 Milliarden Euro). Aber: Laut Marktexperten muss LaLiga mindestens 20 Prozent an ihre beiden Vermarktungspartner „Mediapro“ und „Peak“ abtreten. Bleiben noch rund 540 Mio. Euro, die an die Klubs ausgeschüttet werden.
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