Swiss Hockey Rights Battle: A Decade of Stability or a Sign of Streaming Wars to Come?
For Swiss hockey fans, the forecast is remarkably clear: don’t expect a change in viewing options before 2035. But beneath this apparent stability lies a fascinating clash of media titans, a legal challenge, and a glimpse into the future of sports broadcasting rights. The recent battle over National League rights between Swisscom’s Blue Entertainment and Sunrise’s MySports isn’t just about hockey; it’s a bellwether for how live sports content will be packaged and delivered in the increasingly fragmented streaming era.
The Billion-Franc Face-Off: How Sunrise Secured Eight Years of Hockey
Last summer, the National League AG, owned equally by its 14 clubs, opened bidding for media rights. Two contenders emerged: Blue Entertainment AG (Swisscom) and MySports (Sunrise). While Blue already held significant football rights, Sunrise ultimately won the day with an offer reportedly around 30 million Swiss francs – several million higher than Blue’s. This secured MySports exclusive live broadcasting rights for all National League games, effectively sidelining public television.
Blue, however, wasn’t willing to concede. They launched a legal challenge against both the National League and the Competition Commission (Weko), arguing the eight-year contract duration constituted an abuse of the National League’s market position. The core of their argument? An eight-year deal is unusually long, potentially stifling competition.
Is the National League a Monopoly? A Question of Market Definition
Blue’s claim of a monopoly is debatable. While the National League controls the rights to the national championship, it’s not the sole provider of Swiss hockey content. Rights to events like the Spengler Cup are sold separately to public television, and international matches are handled by other entities. This nuance weakens Blue’s argument, suggesting the legal battle may be more about wounded pride than genuine anti-competitive practices.
Key Takeaway: The length of the contract, not necessarily the National League’s market dominance, is the central point of contention. This highlights a growing trend in sports rights negotiations: the focus is shifting from simply *who* wins the bid to the *terms* of the agreement, particularly duration.
The Precedent of the IIHF: Are Long-Term Rights Deals Becoming the Norm?
Interestingly, the International Ice Hockey Federation (IIHF) set a precedent in 2019 by awarding a 10-year media rights contract to Infront without a tender. This suggests that longer-term deals aren’t necessarily illegal or uncommon in the world of hockey broadcasting. The IIHF’s decision, coupled with the National League’s agreement with Sunrise, indicates a potential shift towards prioritizing long-term stability over frequent bidding wars.
“Did you know?” The IIHF’s 10-year deal with Infront demonstrates a willingness to prioritize long-term revenue security over maximizing short-term gains through competitive bidding.
A “Hornberg Shooting” or a Genuine Legal Challenge? The Likely Outcome
Many observers, including those close to the case, view this legal challenge as a “Hornberg shooting” – a lot of noise with little ultimate impact. The legal process could drag on for years, potentially reaching the Federal Administrative Court and even the Federal Court. However, given the legal precedents and the National League’s right to negotiate contract terms, a significant reversal of the Sunrise deal seems unlikely.
The Role of Swisscom and Sunrise: A Forced Marriage?
Even if Blue were to submit a higher offer now, the National League isn’t legally obligated to accept it. A court-ordered renegotiation, effectively a “forced marriage” between the two telecom giants, wouldn’t be a productive outcome for anyone involved. Furthermore, integrating hockey into Blue’s existing football-focused platform might not be a strategic priority for Swisscom.
The Future of Sports Rights: Streaming, Fragmentation, and the Consumer
This Swiss hockey saga is a microcosm of broader trends reshaping the sports broadcasting landscape. Here’s what we can expect:
- Increased Fragmentation: The days of a single broadcaster owning all the rights to a major sport are fading. Expect more specialized streaming services focusing on niche sports or leagues.
- Longer-Term Contracts: Broadcasters and leagues will increasingly favor longer-term deals to provide revenue stability and allow for long-term investment in content creation and technology.
- The Rise of Direct-to-Consumer Streaming: Leagues may eventually bypass traditional broadcasters altogether and launch their own streaming platforms, giving them greater control over distribution and revenue. Statista projects significant growth in the sports streaming market, further fueling this trend.
- Bundling and Aggregation: As the number of streaming services proliferates, consumers will demand bundled packages or aggregation platforms that simplify access to their favorite content.
“Expert Insight:” “The trend towards longer-term rights deals is a direct response to the uncertainty created by the rapid evolution of the streaming landscape. Leagues want to lock in revenue streams and avoid the constant disruption of renegotiations.” – Dr. Anya Schmidt, Sports Media Analyst, University of Zurich.
What Does This Mean for the Swiss Hockey Fan?
For the foreseeable future, Swiss hockey fans will continue to watch games on MySports. While the legal battle unfolds, the viewing experience is unlikely to change significantly. However, the underlying dynamics suggest a future where accessing live sports requires navigating a complex ecosystem of streaming services and subscriptions.
Frequently Asked Questions
Q: Could Blue Entertainment still win the rights to broadcast National League games?
A: While not impossible, it’s highly unlikely. A successful legal challenge would require proving significant anti-competitive behavior, which is a difficult hurdle to clear.
Q: Will the cost of watching hockey increase as a result of this deal?
A: It’s possible. Sunrise may increase subscription prices to recoup its investment in the rights, or introduce new tiers of access.
Q: What impact will this have on public television’s coverage of hockey?
A: Public television will no longer have live broadcasting rights to the National League, but may continue to offer highlights and analysis.
The Swiss hockey rights battle is a reminder that the future of sports broadcasting is being written now. While the outcome for fans may seem static for the next decade, the underlying forces at play are reshaping the industry in profound ways. What are your predictions for the future of sports streaming in Switzerland? Share your thoughts in the comments below!
