Soccer Content Consolidation

A pair of European soccer content rivals will join forces in OneFootball’s acquisition of Dugout in a cash-and-stock deal. 

OneFootball raised $61 million to finance the deal and future investments. The companies produce soccer content ranging from game clips to training videos.

A Tale of Two Soccer Content Companies

• OneFootball: Launched in 2008, creates content for rights holders that reaches 70 million fans across the globe
• Dugout: Founded in 2016 by 10 of Europe’s largest soccer teams including Arsenal, Bayern Munich, FC Barcelona and Juventus

What the clubs are saying: “OneFootball will be a relevant worldwide platform, partially owned by the clubs. It will be good to be not just a passenger on the train,” said Stefan Mennerich, Bayern Munich’s director of media, digital and communication.

The merger comes as teams and broadcasters continue to look for ways to provide auxiliary content for fans beyond game day — especially in soccer. In November, U.K.-based Eleven Sports bought soccer streaming company MyCujoo.

Major stakeholders see the power in soccer content:

Actors Ryan Reynolds and Rob McElhenney purchased England’s Wrexham AFC with plans for a “Hard Knocks”-esque documentary series.

Amazon and Netflix have documentary deals with other English teams including Manchester City, Tottenham and Sunderland.