Abstract
Streaming rights, both visual and audio, is the new hot product in the world’s major sporting events organizers portfolio. Rapidly outplacing the traditional television broadcasters, global technology giants enter the live games and highlights streaming rights auctions and easily prevail against the sporting leagues long standing media partners. In close to 100 million populated and football passionate Germany, it was almost certain that global on line titans would bid for those rights. After decades of holding the domestic and international rights, television broadcasters found themselves out of the deal in certain packages. The trend is growing and for sure Amazon and Tencent are not going the last global tech conglomerates to acquire those rights in the years to come.
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