German Ski Association Secures Future with Public Broadcasters
Germany’s German Ski Association (DSV) has extended its broadcast partnerships with ARD and ZDF, the nation’s leading public-service broadcasters, through the 2029-30 season. This renewal ensures continued free-to-air (FTA) coverage of key winter sports events, encompassing alpine skiing, ski jumping, cross-country skiing, and more.
The Importance of FTA Coverage in a Fragmenting Media Landscape
In an era of increasingly fragmented media consumption, the DSV’s commitment to FTA coverage with ARD and ZDF is significant. As streaming services proliferate, maintaining accessibility through traditional broadcasters remains crucial for reaching a broad audience and fostering national interest in winter sports. This represents particularly important for youth development, as highlighted by Stefan Schwarzbach, head of communications at the DSV, who noted the media presence’s positive impact on identifying with top athletes and encouraging participation at the regional and club levels.
A Long-Standing Partnership
The relationship between the DSV, ARD, and ZDF is well-established, with the previous four-year agreement concluding at the end of 2020. This latest extension, brokered by SportA, demonstrates the value both parties place on the partnership. The deal covers national DSV World Cup events, providing fans with both live and on-demand viewing options.
The Broader Rights Landscape: Infront and Sportfive
While ARD and ZDF secure domestic broadcast rights, the international media rights for FIS World Cup events in Germany are held by Infront, under a deal running until 2026. Sponsorship rights for World Cup events within Germany are currently managed by Sportfive, with that agreement concluding in June of this year. This division of rights highlights the complex ecosystem surrounding sports broadcasting and sponsorship.
Four Hills Tournament Drives ZDF Ratings
The popularity of winter sports in Germany is evident in the strong ratings achieved by events like the Four Hills Tournament. Recent data shows the tournament continues to be a major draw for ZDF viewers, underscoring the continued appeal of live sports coverage on traditional television.
The Rise of Digital Consumption and Hybrid Models
Despite the strength of FTA television, the future likely involves hybrid models that combine traditional broadcast with digital streaming options. Broadcasters are increasingly investing in online platforms to cater to changing viewing habits. The DSV’s agreement with ARD and ZDF likely includes provisions for digital distribution, ensuring content reaches fans across multiple devices.
FAQ
- What sports are covered by the DSV’s deal with ARD and ZDF? Alpine skiing, ski jumping, cross-country skiing, Nordic combined, ski cross, freestyle skiing, and snowboarding.
- How long does the new broadcast agreement last? Through the end of the 2029-30 season.
- Who holds the international media rights for FIS World Cup events in Germany? Infront.
- Who manages sponsorship rights for World Cup events in Germany? Sportfive, until June of this year.
Pro Tip: For sports organizations, securing FTA partnerships alongside exploring digital distribution strategies is key to maximizing reach and engaging a diverse fan base.
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