Harvard case study: a discussion on strategy with Sky boss Carsten Schmidt

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The national media rights tender for the German Football League (DFL) from the 2017/18 season left pay TV market leader Sky facing an absolutely critical decision. One thing was for certain: the prices for the live national Bundesliga rights would increase. At the same time, the challenge for Sky to refinance these rights costs is also growing. So how exactly does a pay TV broadcaster coordinate its rights and negotiation strategy?

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