(Bloomberg) -- Comcast Corp.’s European business Sky will allow German viewers to watch individual soccer matches for a one-time fee, pushing beyond its fixed-subscription model in an effort to entice younger fans.
Sky will show Bundesliga 2 and German cup games for 3.99 euros ($4.43) each via the Onefootball app starting with the current season. The distribution deal with the Berlin-based digital platform marks a strategic shift for Sky, which gets the bulk of its income from selling bundles of sports and entertainment.
“This is in response to the ever-changing media landscape and the user behavior of modern fans in the digital age," Onefootball’s founder and Chief Executive Officer Lucas von Cranach said in a statement.
The new service was first reported by Bloomberg last week. Onefootball said it will also begin showing highlights of all English Premier League soccer games.
Top-tier Bundesliga 1 games can only be viewed on a subscription basis via Sky or on shorter contract periods with Sky Ticket, the German equivalent of its U.K. streaming service Now TV.
To contact the reporter on this story: David Hellier in London at dhellier@bloomberg.net
To contact the editors responsible for this story: Thomas Pfeiffer at tpfeiffer3@bloomberg.net, Jennifer Ryan
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