March 2021
Supplement
HBS Case Collection

Sky Deutschland Analysis: Results

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

Format:Multimedia
| Language:English

Abstract

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?

Keywords

Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Media and Broadcasting Industry; Germany

Citation

Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland Analysis: Results." Harvard Business School Spreadsheet Supplement 721-853, March 2021.