Sky Österreich will continue to broadcast Austria’s top football league after securing the rights to the Admiral Bundesliga until the end of the 2029/30 season.The pay-TV operator has extended its long-standing partnership with the Bundesliga clubs, ensuring that all 195 matches per season will remain live and in full on Sky Sport Austria. The deal also includes highlight rights, in-play clips and social media distribution.The agreement comes after months of speculation about a possible change in the rights landscape. The Bundesliga had publicly flirted with the idea of launching its own streaming platform earlier this year. In addition, European media group Canal+ was considered a serious rival bidder to Sky, raising the prospect of increased competition in Austria’s pay-TV market. Canal+, which has been steadily expanding in German-speaking markets, would have emerged as a direct competitor to Sky, whose sports offering is a core element of its subscription strategy.Financial terms of the new agreement have not been disclosed. In recent seasons, Sky is understood to have paid around €40 million annually for the rights, while its initial offer in the latest negotiations was reported to be closer to €30 million. Industry observers believe the final figure likely falls somewhere in this range.Michael Radelsberger, managing director of Sky Österreich, described the deal as “a strong signal for Austria as a sports market and good news for football fans”. Neal O’Rourke, fellow managing director of Sky Österreich and Chief Commercial Officer of Sky Deutschland, called the agreement “the next milestone in our sustainable growth strategy” following long-term extensions of Sky’s German Bundesliga and UK Premier League rights.Sky’s package remains the most comprehensive on the market, covering live broadcasts, highlights and digital rights. All matches will be available on multiple platforms including satellite, cable, IPTV, Sky X and the recently launched Sky Stream service. Public screenings in venues such as bars and hotels are also covered.The contract also expands the use of match footage for clubs and the league, which will be allowed to use clips from the day after each match. In addition to media rights fees, clubs will receive advertising time allocations on Sky to market directly.Public broadcaster ORF, meanwhile, secured rights earlier this summer to show four Bundesliga matches per season live until 2031. Its package ensures that free-to-air football remains available, but Sky continues to hold by far the largest share of the rights.With the new agreement, Sky cements its role as the “home of sports” in Austria, where it also holds rights to the German Bundesliga, UEFA club competitions, the Premier League, Formula 1, MotoGP, top-level tennis, golf and ice hockey.
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