DFL Ends Relationship with Bwin

9 May 2008

German soccer league DFL is ending a relationship with Bwin in order to market the broadcasting rights for Bundesliga games through its own agency.

"We believe we can significantly expand the market share of Bundesliga in growing foreign markets through an agency of our own," DFL chief executive Christian Seifert told Die Welt.

Bwin delivered 20 million euros to DFL under their arrangement. Seifert says DFL should be able to get 30 million euros in 2009 and 40 million euros in 2010 by using its own agency to market broadcasting rights.

DFL has raised significantly less proceeds from international marketing rights of its Bundesliga games than its European peers, including the English FA's Premier League, according to Thomson Financial.