Observed Signal · May 21, 2026 · Product Launch · Source: DWDL · Impact: 2/5 · Sentiment: Positive
Sky and Wow Add DFB.TV to Their Lineups
The German Football Association (DFB), together with Sportainment Media Group, is launching a new pay-TV channel called DFB.TV. The channel is available as a standalone subscription for €5.99/month and will also be distributed via multiple partners previously named (DAZN, Zattoo, Vodafone, HD+). DWDL reports that Sky and Wow have now agreed distribution deals: DFB.TV will be integrated into Sky’s Entertainment package and into Wow’s Live‑Sport add‑on at no additional cost to subscribers. Sky reception requires an internet connection because the channel is delivered over IP. DFB.TV’s programming around the World Cup includes press conferences, training and team access, live matches from DFB competitions (including the 2. Frauen‑Bundesliga, junior national teams and amateur competitions), plus an extensive archive.
Adds a new sports-focused streaming channel and distribution agreements with major pay-TV platforms (Sky, Wow), expanding CTV/OTT inventory and subscription bundling opportunities for broadcasters and advertisers.
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Key Takeaways & Evidence Grounding
- DFB and the Sportainment Media Group launched a pay-TV channel called DFB.TV.
- DFB.TV is available standalone for €5.99 per month.
- Sky will include DFB.TV in its Entertainment package and Wow will add it to its Live‑Sport subscription at no extra cost.
- Sky reception requires an internet connection on the receiver because the channel is distributed over IP.
- DFB.TV's programming includes press conferences, training access, live DFB competition matches (e.g., 2. Frauen‑Bundesliga, junior national teams), amateur competitions, and an archive.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DFB.TV Opens Own Studio for World Cup Coverage
DFB.TV, a recently launched joint venture between the German Football Association (DFB) and the Sportainment Media Group, has put an in-house broadcast studio in Hamburg into operation ahead of the 2026 FIFA World Cup. The channel plans daily, original reporting focused on the German national team, live links into the new studio and collaborative formats with DFB partners that combine sport, entertainment and brand integration. DFB.TV also acquired a MagentaTV highlight package that includes match highlights, MagentaTV studio content, interviews and expert analyses. The service is distributed across multiple platforms — DAZN, HD+, Sky, Vodafone and Zattoo — and is available as a paid app in the Apple App Store as well as on Samsung TV and Android TV devices.
DFB.TV expands live coverage to Regionalliga
DFB.TV, the recently launched pay channel run by the German Football Association (DFB), is expanding its live sports programming to include matches from three German men's Regionalligas. The channel will regularly broadcast fourth-tier games — starting with SSV Ulm 1846 vs. Kickers Offenbach on 14 August 2026 — and aims to cover competitions that previously had no TV deals, increasing visibility for regional advertising partners. In the same period DFB.TV will also highlight women's football and DFB-Pokal matches. The streamer is distributed via partners including Sky, Zattoo, Vodafone and DAZN.
Wow launches discounted Live-Sport plan for 18–26s
Wow (Sky’s streaming offshoot) introduced a new youth tariff called “Wow Live-Sport Young” for customers aged 18–26. With an external age verification and a one‑year commitment, eligible subscribers pay €24.99/month instead of the regular €29.99. After the initial 12‑month period the subscription converts to the regular monthly-cancellable tier at €44.99 unless the user signs another annual deal. Jill Harkness, Vice President Commercial at Sky Deutschland, framed the offer as a response to rising price sensitivity among younger audiences. The Live‑Sport package includes Friday and Saturday Bundesliga matches, all 2. Bundesliga fixtures, DFB‑Pokal, Premier League (with Sunday Bundesliga matches available only post‑match via DAZN), plus other sports such as F1, MotoGP, NHL, NBA, tennis and golf. Publication date: 2026-05-07.
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