DFL CEOs: “We are starting from a strong position”

22 July 2024 – Marc Lenz and Steffen Merkel have been CEOs of the DFL since July 2023. Before the Bundesliga and Bundesliga 2 resume in August, they give their views on the latest developments and key aspects of their work at dfl.de/en.

Steffen Merkel on…

… the prevailing mood after the UEFA EURO 2024

After a thrilling 2023-24 season in both of our leagues, including a record number of supporters attending games, being the host nation of the UEFA EURO 2024 was yet another high point. The electric atmosphere at the matches and the inspiring performance of the German national team made this an event to remember. All in all, there is an extremely positive outlook for German professional football. We are delighted with this, both as fans and as the DFL CEOs.

… the currently suspended awarding of media rights from 2025-26

Coming to a successful conclusion of the media rights tender is our top priority. Of course, arbitration proceedings to award the first rights package was not a scenario that anyone involved wanted. However, this process is now underway and if the result helps us to clarify possible uncertainties in the award procedure, then that is a very good outcome. Despite all the background noise, it should be noted that we received very attractive offers for the only rights package awarded to date. In the upcoming rights period, we will create a Bundesliga package that caters to all fans, of all ages more than ever before.

… the status of marketing abroad

In the 2023-24 season, we recorded a 58 percent increase in revenue from expiring international media partnerships. The Bundesliga has high appeal abroad and is more popular and has a wider reach than ever before. We want to leverage this in our marketing in the coming years, because the growth potential of German professional football lies in the international arena – without neglecting our core in Germany or in any other way. On average over the last few financial years, we are second only to the Premier League in terms of growth in international media revenue. Something like this doesn’t fall from the sky, we have worked hard for it. With more than 1,000 marketing activities worldwide, we have implemented the biggest internationalisation offensive in DFL history in cooperation with the clubs. In the future, we will focus even more intensively on strong partnerships in our target markets. International growth will certainly be a marathon, not a sprint, but we are heading in the right direction.

… on the use of artificial intelligence (AI)

In-house development of suitable AI technology will open up new opportunities for us when producing content for various international partners and markets. For example, through localised videos for our partners around the world. We are consistently taking advantage of this opportunity without losing sight of the potential risks of the technology. For this reason, we will develop guidelines for the use of AI in dialogue with the clubs. We are ready to lead the way as a sports organisation and make a valued contribution to society. Because it is clear that AI will not only have an impact on the sports and media business, but also on many other areas of our lives. In a year in which America is electing a president, in which deep fakes threaten democracies, and automated bots are influencing opinions on social media, the topic of AI is sparking a multitude of debates. I am convinced that the sporting world has a responsibility to lead the way on this journey, with a well-functioning compass in hand.

Marc Lenz on…

… the main objective of the DFL

The DFL and the clubs are working hard to ensure that the Bundesliga and Bundesliga 2 remain top leagues: leagues that are attractive in sporting terms, competitive in sporting and financial terms, with financially stable clubs and clear social roots. In doing so, we will follow our own path, one which is fundamentally German and in keeping with our traditions, but one which also makes room for important developments. Along this path, the DFL is responsible for creating the necessary organisational and economic conditions. In light of the challenges ahead, it’s important to “make headway” and move forward together with the clubs.

… the sporting status of German professional football

If you want to see goals, goal attempts and a fair match – you have to watch the Bundesliga and Bundesliga 2. Our leagues have some of the best values in Europe.

Talent development is a key building block for our national leagues, with 11 percent of the total playing time last season coming from U21-players, and the average age in both leagues being similarly low. Promotion of talent across the board needs to be supported by specific measures from the DFL and DFB. For example, the training fees paid to amateur clubs that have trained Bundesliga players were increased by 25 percent. We are also working with the national academies and football commissions on new modalities for player transfers between the youth academies in order to increase the length of stay in the respective youth academies and to reward investments in player training through increased training allowances.

… the economic status and competitiveness of German professional football

In the 2022-23 season, the Bundesliga and Bundesliga 2 generated the highest total revenue in the history of German licensed football (€5.24 billion) and are economically the second strongest league in Europe. It is particularly encouraging that the Bundesliga is the only league in Europe that has not only been generating strong revenue for years, but is also economically stable. Healthy business practices with comparatively low transfer and salary costs not only ensure the future viability of the clubs, but should also be a competitive advantage in the future due to the international regulation of squad costs.

However, we also have to deal with the reality of lower capital contributions and long-term investments. This is because the future viability of the Bundesliga must be secured through long-term investments – for example, in youth academies or the strengthening of central marketing.

… the commitment to the legal certainty of the 50+1 rule

The DFL has been instructed by the league association to preserve the 50+1 rule and make it legally certain – and we are working hard on this. At the same time, we need to be aware that external factors play an enormous role and that our influence is limited.At the forefront of this is case law – both nationally through the German Federal Cartel Office and internationally, including the judgement of the European Court of Justice in December 2023, which has a massive influence on antitrust aspects in the sports ecosystem, there are also different national interests. We therefore welcome the fact that the German Federal Cartel Office is making progress in the proceedings and is examining both the legislation and the practical application of the rule. We will work together to find a good, long-term solution that takes all influencing factors into account.

… financial rules of the game for European football

We are continuing to work on key international issues in close coordination with German clubs in order to make an impact with specific initiatives and represent the league’s interests. These are often unwieldy and complicated issues that are resolved internationally and which sometimes present us with conflicting interests. But it is not our approach to wait and see how things develop. As the DFL, we want to have a say in important issues for German football and protect the interests of our leagues.

One example of this is the stringent implementation of international cost regulations and our specific proposal for an absolute cost cap.  Financially sound leagues and clubs that operate within a rational framework must be protected.