Sky Deutschland extends Premier League rights until 2030–31
Sky Deutschland has extended its Premier League rights in Germany and Austria until 2030–31, locking in long-term inventory that underpins its football-led subscriber and commercial venue strategy.
Sky Deutschland has agreed a new long-term rights deal with the Premier League that keeps its coverage in Germany and Austria exclusive until the end of the 2030–31 season, with co-exclusive rights retained in Switzerland.The agreement maintains Sky Sport’s position as the primary home of the Premier League in the region and gives the broadcaster stability across one of its highest-value properties at a time when platforms are tightening their premium rights portfolios.Barny Mills, chief executive of Sky Deutschland, said: “The Premier League is one of the absolute premium rights in international sport. With numerous German stars and many of the best players in the world, the league is particularly attractive to football fans in Germany.”Mills added that the long-term Premier League deal, alongside other football properties, reinforces Sky Sport’s market positioning across domestic and international club football.The package covers all 380 matches per season in full length, with more than 280 available live, and applies across all distribution pathways in Germany, Austria and Switzerland.Rights also include public commercial exhibition via Sky Business, allowing the Premier League to remain a core driver of subscriptions and footfall in bars, hotels and other venues.Paul Molnar, the Premier League’s chief media officer, said: “We are delighted to extend our partnership with Sky Deutschland for a further three seasons. Sky is a first-class broadcaster, recognised for high-quality production, strong editorial standards and its long-standing commitment to comprehensive and innovative football coverage.”Molnar said the parties plan to build on existing collaboration to bring the league closer to fans across the region.The renewal extends a relationship that already runs through 2027–28, adding three further seasons and securing rights through the end of 2030–31.Strategically, the deal gives Sky Deutschland long runway value from the Premier League as it packages football across Sky and its streaming proposition, while reducing renewal risk in a category where churn is closely linked to access to marquee competitions.The rights also strengthen Sky’s ability to sell multi-property sponsorship and advertising solutions across a calendar that includes major German football coverage and high-volume English club football output.Sky has positioned the Premier League as part of a wider football bundle that includes the Bundesliga, 2. Bundesliga, DFB-Pokal, the English Football League and the Carabao Cup, supporting a schedule that exceeds 1,000 live club matches per season.