In the 2024/25 individual accounts, FC Bayern reported €105.3m in media marketing income, of which €102.9m from DFL central marketing; in 2023/24 the figures were €91.7m and €90.9m respectively.
This shows: Bayern continues to benefit significantly from the distribution system. But the underlying engine is turning only slowly now. The DFL has announced revenues of €1.121bn per season, or €4.484bn in total, for the new German-language media rights cycle from 2025/26 — just around 2% more than the previous four-year cycle.
For the league, that means planning certainty; for top clubs, however, it is no great leap in growth.
For Bayern in particular, the message is clear: anyone wanting to compete internationally can rely less and less on a rapidly swelling TV pot.