Bundesliga International, the league’s international commercial rights arm, has signed off on new broadcast deals in Singapore, South Korea and Thailand ahead of the start of the 2020-21 season on Friday.
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 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.
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.
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.
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