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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.

Indicative of those rights increasing use was that for the 2004-2007 period Premier League games, 3/Vodafone bought the rights for 11,5 million euro, while for the 2007-2010 period, BSkyB bought the rights for 12,4 million euro. In 2010, the Walt Disney Co’s sports TV network ESPN has acquired the rights to screen Premier League highlights on UK mobile phones. The rights to all 380 Barclays Premier League matches were previously held by pay-TV rival British Sky Broadcasting. In 2013, News International, owned by the pay-TV broadcaster's controlling shareholder News Corporation, prevailed against BSkyB in the battle to acquire the Premier League exclusive rights to internet and mobile highlights for 30 million pounds, for three years. Sun, Times and Sunday Times publisher shut out fellow News Corp division as well as Yahoo, O2 and Perform Group.

In the last years football clubs games broadcasting rights selling process, internet and mobile phone packages are included too. Internet is a widely accepted and useful mean of communication, something that was immediately recognized by the football authorities and clubs in all countries. Same ways, the gradually increased use of smart phones led to the inclusion of the mobile broadcasting rights in the total selling rights packages. The latest rights auction is of paramount importance, not only because the rights value will break a new record, but also because among the interested parties and bidders are some of the world’s tech giants such as Amazon, Google and Netflix. Live streaming Premier League matches looks to be the next frontier and PL hope tech giants like Amazon, Google, Facebook and Netflix will enter the auction and push the price of the UK package above its current standing of £5.14billion

In mid 2000s the tv rights income reaches a 873 million euro for the 2005-06 season, with the Serie A tv rights annual income to gradually increase from a 844 million euro for the 2009-10 season to an amazing approximate 1,4 billion euro for the 2018-21 season. All these years Lega Calcio experimented a lot in the designing and application of a tv rights selling mechanism and its accompanied tv rights income distribution model. The Greek Superleague followed similar paths with Lega Calcio, when for many years in early 2000s clubs could exploit their tv rights by themselves. Even later, in late 200s and after the establishment of SL and with the collective selling mechanism in use, this mechanism didn’t include all participating clubs. The study aims to show how could Greek Superleague higher management staff learn from the Serie A tv rights deal history and follow the league’s recent tv rights optimal collective selling practices.

The tv rights income for each Bundesliga club for the 1999/00 season was approximately 6 million euro, while for the 2001-2003 period, a new tv rights deal almost doubled the league annual revenues from 212 to 383 million euro. The next deal, for the 2004-2009 period, valued 440 million euro per season, and the 2009-2013 period deal was slightly lower, at the level of 412 million euro per season. Βundesliga succeeded a spectacular increase in their tv rights income with the 2013-17 period deal, securing 628 million euro per season. The purpose of the study is to show how the German football authorities marketed the German football championship and applied selling and income distribution mechanisms, in order to increase the rights value and the clubs revenues in a spectacular way over the last 20 years. The study could be useful to any football league that wants to develop and sell their televised product.

Football games broadcasting started in 1964, with the highlights broadcasting every Saturday night. In 1983 the first live broadcasting took place, and since PL establishment, the public BBC and secondly the private ITV held the tv rights for 2 million pound per year. In 1988, ITV acquired the rights for four years until 1992. The 2007-10 period tv rights were sold for 1,706 billion pounds and the 2010-13 period deal increased their value to 1,773 billion pounds. With the current 2016-19 deal of 3,018 billion pounds, EPL is getting the amazing 5,136 billion pounds fee, making EPL the world’s second wealthiest sporting league – in tv rights annual income terms – only after the American National Football League. The purpose of the study is to show how the collective selling model of an attractive televised football product could generate high income to the clubs league.

In 1996, the Lega Calcio deal with RAI expired and the league signed deal with four media groups for 11 television packages, generating 100 million euro for the clubs. In mid 2000s the tv rights income reaches a 873 million euro for the 2005-06 season, with the Serie A tv rights annual income to gradually increase from a 844 million euro for the 2009-10 season to an amazing approximate 1,4 billion euro for the 2018-21 season. All these years Lega Calcio experimented a lot in the designing and application of a tv rights selling mechanism and its accompanied tv rights income distribution model. The study could be used by several professional football leagues, with the Greek Superleague being one of them, in order its higher management to evaluate the actions LFP undertook all these years and how these actions affected could be followed.