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German Football League CEO Confirms Talks With PE Investors

German Football League (DFL) CEO Christian Seifert confirmed that his organization, which manages the Bundesliga and the second tier of German soccer, is attracting private equity interest. Seifert, speaking during SBJ's Dealmakers in Sports virtual event, said talks with private equity investors began in March. He touted the economic strength of the league and clarified that the Bundesliga is not looking to "overcome ... a liquidity problem or just to gain cash." He added that the league's value as a content company is another factor that makes it "a pretty attractive company to invest in." Seifert did admit the pandemic has taken a heavy financial toll. Seifert: "Of course, we are facing challenges. ... Next season alone, I would say we will see €1 billion less turnover from over €4 billion. So a 20 to 25% cutdown in turnover will be the situation in this running season because we will see hardly any people in the stadium." 

Meanwhile, the Financial Times reported that more than 20 private equity firms are in the running to invest €300M ($363M) in the Bundesliga. The DFL, which has hired Japanese bank Nomura to field inquiries, is seeking to sell a stake worth between €200M ($242M) and €300M ($363M), valuing its new company at more than €1B, according to sources. The new company will not control domestic TV rights, worth over €1.1B ($1.3B) a season. Seifert will inform German clubs at a meeting on Dec. 7 about plans to create an auction between competing bidders.

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