BVDW vs DFB

DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung

New press release published on 25.09.2026: 'DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung'. Also updated press material reflecting the new BVDW Präsidium elected on 26.06.2026, with Björn Kaspring as new member.

Digital Economy Contributes €481 Billion to German GDP

A study by the German Digital Economy Association (BVDW) and the research firm Istari quantifies the economic impact of Germany's digital economy, estimating it at €481 billion in gross value added for 2025, representing nearly 12% of total German GVA. The analysis, based on AI-assisted examination of 1.4 million market-active companies, categorizes them into three groups: the digital core economy (software, platforms, AdTech, data providers, digital agencies) with €192 billion GVA, digitally driven business models (online retailers, digital media), and digitally transformed industries, which together account for over €1 trillion. The study aims to highlight the significance of digital business models beyond traditional industry classifications, particularly to inform policy decisions.

• The digital economy in Germany generates €481 billion in gross value added, nearly 12% of the total.
• Around 229,000 companies are classified as part of the digital economy.
• The digital core economy alone accounts for €192 billion GVA from ~63,000 companies.

Retail Media Reaches 'Path of Enlightenment' in 2026 Trend Monitor

The Retail Media 2026 Trend Monitor, based on insights from the expert circle of the Working Group Die Mediaagenturen, indicates that retail media has established itself as a permanent part of the digital advertising market. The focus has shifted from proving its general relevance to demonstrating effectiveness, data transparency, and technical interoperability. The report highlights the need for standardized measurement and clear success metrics, as well as the integration of retail media into broader advertising technology stacks. This marks a maturation phase for the sector, moving beyond initial hype towards practical, scalable implementation.

• The Trendmonitor Retail Media 2026 is based on assessments from the Retail Media expert circle of the Trendmonitor 2026 working group 'Die Mediaagenturen'.
• Retail media has established itself as a fixed component of the digital advertising market.
• The report emphasizes the shift from proving relevance to demonstrating effectiveness, data transparency, and technical connectivity.

DFB.TV now available via MagentaTV

DFB.TV, the pay-TV channel launched a few months ago by the German Football Association (DFB) and Sportainment Media Group, is expanding its distribution. As of now, the channel is also available on Deutsche Telekom's MagentaTV platform, becoming part of MagentaSport and the Family or Big TV packages. The companies also plan to cooperate in advertising sales, intending to offer agencies and advertisers modern Dynamic Ad Substitution for more efficient targeting. DFB.TV broadcasts content around the men's national team, junior national teams, women's 2nd Bundesliga and DFB-Pokal. The channel is already available on platforms such as DAZN, HD+, Sky, Vodafone, and Zattoo. This partnership significantly expands DFB.TV's reach.

• DFB.TV is now available on Deutsche Telekom's MagentaTV platform.
• MagentaTV integration includes MagentaSport and Family/Big TV packages.
• DFB.TV and Telekom plan cooperation in advertising sales using Dynamic Ad Substitution.

DFB Extends 3. Liga Broadcast Rights with Telekom to 2031

Deutsche Telekom secures exclusive broadcast rights for Germany's 3. Liga from 2027/28 to 2031, including all 380 matches and relegation playoffs. The deal, worth €124 million over four years, represents a 20% revenue increase for the DFB. Telekom retains free-TV rights for 38 matches per season, with a decision pending on whether to sublicense them to ARD. The agreement also expands digital and social media usage rights for highlights. ARD secured a separate highlights package, while DAZN will cover all matches with clips. New partners 'Kicker' and 'Leagues' acquired digital short-form and clip rights. The extension coincides with MagentaSport's tenth year covering the league, during which TV reach has grown sevenfold, though not independently verified. Telekom aims to leverage the league to enhance its football strategy and reach broader audiences via MagentaTV and freemium offerings.

• Deutsche Telekom secures exclusive 3. Liga broadcast rights from 2027/28 to 2031.
• The deal is worth €124 million over four years, a 20% increase in revenue for the DFB.
• Telekom retains free-TV rights for 38 matches per season, with potential sublicensing to ARD.

Women's football internationals stay with ARD and ZDF until 2031

The German women's national football team's international matches will continue to be broadcast by public broadcasters ARD and ZDF through 2031. SportA, the joint sports rights agency of ARD and ZDF, has extended its exclusive media rights agreement with the German Football Association (DFB). The rights cover all Nations League games, European Championship 2029 qualifiers, and World Cup 2031 preparatory matches. The rights include live and post-event usage across all platforms, including broadcast, online, and audio. The next matches include Germany vs. Australia on October 9, 2026 (ZDF) and Germany vs. Japan on October 13, 2026 (ARD). This deal underscores the public broadcasters' commitment to women's football in Germany.

• SportA extends exclusive media rights for all DFB women's international matches until 2031
• The rights cover all Nations League games, European Championship 2029 qualifiers, and World Cup 2031 preparatory matches
• ARD and ZDF will broadcast all matches live and on-demand across all platforms