The German Football Association (DFB) is expanding its media strategy and introducing DFB.TV is launching its own 24/7 TV channel for the first time. The launch is scheduled for 22 May 2026 - deliberately timed to coincide with the DFB men's cup final, one of the most watched football events of the year.
The new channel is being created as a joint venture with the Sportainment Media Group and will be distributed via the HD+ platform. The plan is to offer an additional paid service that will be available both via satellite and IP. The association is thus relying on a hybrid distribution model that combines traditional TV infrastructure with digital access.
Wide range of content beyond the top competitions
In terms of content, DFB.TV aims to cover the entire spectrum of German football. In addition to following the senior national teams - for example at training camps and international tournaments - the programme also includes live broadcasts from less medialised areas. These include matches from the junior national teams, the 2nd women's Bundesliga, the regional leagues and competitions such as the amateur final day. The programme is supplemented by formats on training methods, talent development and insights behind the scenes of the association.
A particular focus is on content that was previously either not available at all or only available in fragmented form. The channel thus acts as a central platform for rights and content that the DFB has previously distributed via various channels.
Strategic step towards self-marketing
With the launch of DFB.TV, the association is following an industry-wide trend: rights holders are increasingly developing into independent media providers. Instead of licensing content exclusively to external broadcasters or streaming services, the DFB is now establishing its own distribution and marketing structure.
This is a remarkable step for the media industry. The bundling of content on a dedicated platform strengthens control over evaluation, brand management and monetisation. At the same time, it intensifies competition for attention and subscribers in the already fragmented moving image market.
Timing with a view to major international events
Following its launch in May, DFB.TV should quickly benefit from major sporting events. Live broadcasts of the amateur finals are planned shortly after the launch. Later in the year, the focus will shift to the 2026 World Cup in particular, which the channel intends to accompany with exclusive insights from the team environment.
The market launch will be flanked by a free-to-air promotional channel („DFB.TV FREE“), which has been available via satellite since mid-April and serves as a preview window for the future offering.
Conclusion
With DFB.TV, the German Football Association is establishing its own media infrastructure and positioning itself more strongly as a content provider. For the media and film industry, this is a further sign that traditional roles in the market are shifting: Associations, leagues and rights holders are increasingly acting as broadcasters and platform operators themselves - with a direct impact on production volumes, rights trading and distribution strategies.