German Bundesliga

Latest Features

Difficult markets conditions across South America has led Bundesliga International to push for greater exposure across the region.

The German Bundesliga had mixed fortunes in a series of deals agreed in Asia in recent weeks, achieving relatively strong fees and coverage in some markets but struggling to finalise deals in others.

The surprise emergence of free-to-air broadcaster KBS as a bidder for German Bundesliga rights in South Korea generated some competition during the 2020-22 sales process, but not enough to stave off a dip in value.

International media group Discovery has continued its sublicensing agreement with DAZN into 2020-21 at the same fee after the former’s attempt to terminate its Bundesliga rights deal was thwarted by the German Institution of Arbitration (DIS).

The German Bundesliga’s strategy of intertwining international media-rights agreements with ancillary brand-building and football development activities has continued in its deal with Indonesian OTT and pay-television platform Mola TV.

The Sportfive agency is selling free-to-air broadcast rights in sub-Saharan Africa to Germany’s Bundesliga after agreeing a three-season deal for the property.

Sky Deutschland has reported record pay-television viewing figures for the weekend’s action from the Bundesliga, the top tier of German club football.

OneFootball, the German-based digital platform, has signed off on a sponsorship and content deal with VBET that will see the online betting company’s services integrated within its Brazilian platform.

Pay-television broadcaster beIN Sports has said that its ongoing concerns over piracy have prompted it to decide against renewing its German Bundesliga rights in the Middle East and North Africa

Features

The German Football League (DFL) faced an absence of new bidders, a change in strategy from incumbent Sky Deutschland and an unstable economy as it went to market with its 2021-25 domestic rights. The tough conditions left experts to conclude the league had done well to avoid a larger income drop for the cycle.

The Bundesliga has secured what local experts consider a solid fee in a new deal with the Next Media agency in Vietnam, as well as commitments to joint brand-building and football development projects that the league hopes will build the value of the property.

Robert Klein, CEO, and Kevin Sim, Head of Asia-Pacific, at Bundesliga International explain the German football league’s approach to the first two media-rights deals of its new sales cycle in Asia, in Japan and Vietnam.

The German Football League’s (DFL) short-term Bundesliga deals with Amazon and DAZN are strategic moves ahead of this month’s domestic rights tender, industry experts have told SportBusiness Media.

Japanese pay-television broadcaster Sky PerfecTV has renewed its German Bundesliga rights at a small discount, in a deal covering the five seasons from 2020-21 to 2024-25, SportBusiness Media understands.

The German Football League (DFL) has renegotiated deals with six of its seven domestic media-rights holders, which will secure payments – and thus cashflow for German clubs – in the next month. Discovery is the only broadcaster yet to reach an agreement.

Germany’s Bundesliga has secured an increase in the value of its media rights in the Nordics in its renewal with Nordic Entertainment (Nent) Group. This follows the hit it took in the region after the collapse of its previous deal with the now defunct MP & Silva agency.

In the latest interactive monthly data report, SportBusiness Media analyses the media-rights landscape in the Middle East and Africa.
USA

The Bundesliga is taking a calculated gamble in its new US media-rights deal, with ESPN, as despite the huge increase in the rights fee the deal involves a significant reduction in linear television exposure.

The German Bundesliga’s international sales and marketing arm, Bundesliga International, is set for a busy 12 months of media-rights sales as the league approaches the conclusion of deals across the Americas, Asia, Middle East and North Africa.

Streaming service DAZN’s two-season Bundesliga sublicensing deal with US media group Discovery has strengthened its position in Germany and Austria ahead of the league’s upcoming domestic tender.

Arne Rees talks about the Bundesliga's New York office, fandom in the Americas, and how the league is positioning itself in the region.

Robert Klein talks about the ongoing international media-rights sales process for the Bundesliga, the US market, and 'football as it's meant to be'.

Chinese state broadcaster CCTV is in discussions to renew rights to three of its most important football properties: the Uefa Champions League, Germany’s Bundesliga and Italy’s Serie A.

The battle between Sport TV and Eleven Sports in Portugal has pushed prices up at a perfect time for the Premier League, Formula One Management and Bundesliga International