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Rory O'Callaghan
DAZN has reportedly announced plans to double its monthly subscription fee in Germany, prompting fears of further price hikes in the UK and the Republic of Ireland.
The sports streaming service has a substantial portfolio of broadcast rights deals in Germany and Austria, including the Bundesliga, the Champions League, La Liga, Serie A and the EFL.
German outlet Kicker claims that from February 1, new and returning customers in Germany will pay €29.99 per month, compared to the current monthly subscription costs of €14.99.
In the case of annual subscription fees, customers will have to fork out €274.99, compared to the current price of €149.99.
The change to the subscription fee in Germany has prompted fears DAZN could also raise prices for new customers in the UK and Ireland, amid reports the company is close to completing the purchase of BT Sport.
Reuters claim that a deal worth £580m is poised to be finalised this month for DAZN to acquire BT Sport’s TV rights, which include the Premier League and Champions League.
DAZN previously raised its price for UK customers from £1.99 a month to £7.99 in August.
The increase came after DAZN had signed an exclusive deal with Eddie Hearn's Matchroom Boxing, ending its longstanding relationship with Sky Sports.
In an interview with the Daily Mail, DAZN executive vice president Joe Markowski justified the new subscription fee.
“That price point is a recognition and a doff of the cap for the fact that we've significantly increased our live sport and original content offer in the UK and Ireland, relative to when we launched in December,” Markowski said.
“We founded DAZN five or six years ago on the principle of making premium sport content more accessible for fans.
“We wanted to deliver more value, more action and our price point in any market will always be reflective of that principle… as we step into the next phase of our British and Irish business, we're committed to matching our content offer with a price point that serves fans with unprecedented value.”