The abolition of the DFB's centralized marketing of television broadcasts for European Cup matches in 1997 suddenly marked the rise of sports rights agencies. An indispensable reciprocal relationship developed between clubs and marketers: the clubs needed profit maximizers and competent marketing advisors, while marketers sought and found new sources of revenue through the clubs. From then on, the Bundesliga could be split into four sub-leagues. The clubs either cooperated with the three leading agencies, Ufa Sports, ISPR, Sport A, or they opted out of having a professional marketing partner. Now the question arises whether marketers can also influence the course of the games. Is there any collusion or manipulation in the Bundesliga? Is a scandal looming over the league? This book explores these and other questions.