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Product cover image for Sky Deutschland-Bidding for Sports Rights (A)

Sky Deutschland-Bidding for Sports Rights (A)

Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf, Sebastian Koppers

Product #:721440
Supplier:Harvard Business School
Discipline:Organizational Behaviour/Leadership
Setting:Germany, 2021
Details:Case (PDF) • 16 pages • 2021-03-26

Subjects:

Intellectual propertyBusiness law and ethicsOrganizational cultureOrganizational behavior

Industries:

Media, entertainment, and professional sports

Geography:

GermanyEurope
Your Price:$12.40

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Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed "every game, every goal." In evaluating his company's bid, Schmidt had to consider not only the intrinsic value of the media rights but also how his bidding strategy would influence competition in the German media industry. Was it a good idea to keep OTT players out of the market? What was the right amount to bid?

Learning Objectives

This case provides a unique opportunity to prepare a detailed bid for a sports rights auction. Students have access to the detailed auction rules, and the spreadsheet that accompanies the case allows them to see how bids influence the value of sports rights and competition in the industry at one and the same time.
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Case Study: Sky Deutschland-Bidding for Sports Rights (A) (English version) | Ivey Publishing