The Arena Sport Rechte und Marketing GmbH was a German media company, which operated until August 2007 mainly the Pay television program Arena. It was a fully owned subsidiary of the cable operator Unitymedia. On 30 September 2010 it ceased operations. Arena was introduced in late 2005, when it was led by Parm Sadhu, and won the broadcasting rights to the Bundesliga for the years 2006 to 2009 in a DFL auction. A year later, Unitymedia company gave the license to Premiere.