Copyright: IMAGO/Sports Press Photo
The DFB women celebrate after beating France in the semifinals of the European Championship on July 27, 2022.
–
The German women’s national team did a good job of advertising themselves at the European Championships. Now it is important to take this euphoria with you in order to bring women’s football further forward.
The DFB women lost the European Championship final against England, but the German women’s national team only won at all other levels. A whole country is proud of the selection of national coach Martina Voss-Tecklenburg (54).
Never before have so many people been interested in women’s football. Almost 18 million people watched the DFB selection on Sunday (July 31, 2022) on ARD. And there has also been immense growth locally: the European Championship attracted more than twice as many spectators to the stadium as the tournament five years ago.
European Championship: Women’s football in demand like never before
The DFB now also wants to use the EM turbo for the domestic leagues. In the week prior to the final, the association began bidding for the media rights for the women’s Bundesliga. “The successful EM helps the visibility and presence of women in football enormously,” said DFB manager Holger Blask. “The record ratings show that the interest in society is there.”
As Managing Director of DFB GmbH & Co. KG, Blask is responsible for TV marketing and can also feel addressed by Alexandra Popp’s (31) request. “Of course we’re hoping that something will happen now,” said the captain of the German national team.
“You can hardly create a bigger hype. In this sense, we have fulfilled our target. Now we’re hoping for other people who have to implement it.” And Svenja Huth (31) also wants “media broadcasts to permanently bind the fans we’ve won”.
The DFB managing director has come up with at least a few things. So should the women-Bundesliga will soon have a unique selling point with games on Monday evening. This is to be introduced from the 2023/24 season in order to make women’s football more visible and the TV rights more attractive. There were Monday games in the 2nd men’s league until 2017, only this season they are in the 3rd league.
DFB wants to create a unique selling proposition for the women’s Bundesliga
The broadcaster that buys the Monday games can even have a say in the kick-off time. According to dpa information, the game can start between 6 p.m. and 7.30 p.m. Blask did not want to comment on this, but referred to the German Football Association’s claim to “make the league attractive for TV viewers”. For the first time, the DFB will “ensure the production of all games itself”.
Blask and his team developed a tender for the women’s league for the first time. “In terms of marketing, our goal is to show highlight games live on free TV and also to offer a comprehensive live offer on pay TV,” explained the DFB manager.
There are three different scenarios, each with three different live packages. The DFB offers contracts for the four seasons 2023/2024 to 2026/2027. The decision on the award is expected to be made in early October.
Several interested parties for women’s football rights
There are definitely interested parties. So said Sky football boss Mario Nauen, “that we are interested in it and that we want to position ourselves more broadly, especially when it comes to women’s football and women’s sports”.
The pay station is already showing the women’s DFB Cup and games in the English Women’s Super League. The current rights holder Telekom and the Internet provider are also considered bidders for the pay-TV rights of the women’s Bundesliga DAZN, which already shows the women’s Champions League.
/data/photo/2022/08/03/62ea4a26a0923.jpeg "Pertamina’s Profit and Loss Can’t Be Compared to Petronas")