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Bundesliga lands North Korean rights deal

North Korean state broadcaster Korean Central Television has agreed a deal to show games from the Bundesliga, the German football league, from the middle of this month, according to the German edition of the Wall Street Journal newspaper.

The deal was brokered by DFL Sports Enterprises, the Bundesliga’s media and marketing arm, and Japan-based agency Evolution. US-based sports rights agency KJ Sports n Media was also reported to be involved in the agreement.

Korean Central Television will be able to show one game per week from the top-tier Bundesliga 1 or the second division, Bundesliga 2. The Bundesliga 1 games will be available live via satellite, while the 2.Bundesliga matches will be available on a delayed basis.

“Our goal is to promote our product in North Korea, so the Bundesliga becomes more popular in that market,” DFL Sports Enterprises chief executive Jörg Daubitzer said. “The deal does not provide an economic profit… There are only two options in the North Korean market – either no coverage, or one type of coverage, which is sold under value.”