German telecommunications giant Deutsche Telekom has retained its status as exclusive rights-holder for the domestic third-tier men's soccer league, the 3.Liga, through 2030-31.
Through a renewal agreement with the national soccer association (the DFB) – with the overall tie-up for the next four seasons worth a record €124 million ($138.7 million) – Deutsche Telekom's Magenta Sport will continue to air all 380 matches per year from the competition live, over the four-season cycle starting in 2027-28.
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The deal value represents an increase of around 20% compared to the current domestic tie-ups for the 3.Liga, with revenues for the 20-team competition having nearly doubled since 2022-23. It equates to a sizeable sum for a third-tier soccer property, even one as well-supported and attended in its home market as the 3.Liga.
Deutsche Telekom holds both free-to-air and pay-TV live rights, with at least 38 games per season set to be covered FTA. These fixtures can either be shown FTA by MagentaTV or Deutsche Telekom can choose to sub-license them out to other parties (as it does currently).
In terms of highlights rights, meanwhile, these have been allocated to German public broadcaster ARD, as well as to subscription service DAZN.
Clips and digital rights, meanwhile, have been allocated to the Kicker and Leagues platforms.
Holger Blask, general secretary and chair of the DFB's board, commented: "This award marks the most financially successful media rights tender in the history of the 3.Liga. The result provides a strong combination of continuity, reach, and innovative marketing opportunities.
"We are particularly pleased to continue our partnership with our long-standing live partner MagentaSport, which plays a key role in the league's media development, and with ARD."
For Germany's top two leagues, the vast majority of live games during the current cycle – running through 2028-29 -are being covered domestically by a combination of DAZN and pay-TV heavyweight Sky Deutschland. Those properties are run by the Bundesliga (formerly DFL), however, and not the DFB.
For Deutsche Telekom, meanwhile, in terms of its recent sports rights activity, late September saw a deal unveiled covering the Basketball Champions League's 2026-27 season (which began on October 6).
In late July, Deutsche Telekom announced a deal for the 2030 FIFA World Cup in which it will air all 104 games live (the vast majority of which will take place across Portugal, Spain, and Morocco).
Deutsche Telekom also held rights for the 2026 World Cup earlier this year. For that event, it sublicensed rights to ARD and fellow public broadcaster ZDF.
