In 1985 he purchased a stake in the leading tabloid "Bild" after the death of former owner Axel Springer. During the 1990s he set up the subscription television service Premiere and became a key player in sports broadcasting rights, paying massive amounts for the rights to the German Bundesliga, eventually to the point where even players of moderate ability could earn multi-million mark salaries. This was consistent with trends happening across much of Europe at the same time. In addition, in 1996 he purchased the rights to the 2002 and 2006 FIFA World Cups for some €1.9 billion and purchased the rights to Formula One for €1.5 billion.