The Bundesliga’s international push has evolved into a structured commercial and cultural strategy, blending broadcast deals, club engagement, and digital content. This framing positions Bundesliga International as a unit of the DFL Deutsche Fußball Liga focused on long-term global reach.
The recent surge in international rights and partnership deals reflects years of planning under leadership changes and renewed commercial focus. That momentum now directs attention toward tangible targets and wider club involvement, leading into the practical priorities listed below.
A retenir :
- Broadened broadcast footprint with tailored market strategies
- Commercial growth driven by targeted sponsorships
- Digital content to accelerate top‑of‑funnel awareness
Market revenue evolution and targets for international rights
Linking the immediate gains to measurable goals shows how revenue dynamics informed the current priorities. Leadership under Peer Naubert focused first on stabilising short term income while designing a plan to hit strategic revenue milestones.
The league recorded significant increases in international rights and partnership income, with media rights approaching €200 million and targets set toward €300 million in combined revenue. This financial context frames the choices Bundesliga International now makes about market allocation and partner selection.
According to GlobalData Sport, the commercial partnerships team grew revenues from a low base to multiple times its earlier position. That growth is central to the next section, which examines distribution and partner models.
Market priorities:
- Protect and grow international media rights value
- Secure strategic commercial partnerships with activation
- Adapt distribution to local consumption behaviour
Revenue stream
2019 baseline
Recent level
Target
Commercial partnerships
€42 million
~€105 million
Part of €300 million goal
International media rights
—
~€170 million
>€200 million
Total international revenue
—
Substantial uplift
€300 million combined
Growth multiplier since 2019
Baseline
2.5x for partnerships
Further narrowing to LaLiga
« I felt the shift from selling rights to building partnerships that actually activate fans locally »
Anna N.
How revenue growth changed market choices
This subsection links revenue increases to practical market decisions about distribution and partners. The league chose to prioritise markets where combination packages would grow reach and maintain value.
According to dfl.de, deals were structured to cover multiple delivery platforms and to fit varying consumption models in each territory. Those choices allowed the league to recapture and increase audience share in key countries.
Distribution tactics:
- Mix of linear, pay‑TV and digital partners
- Market‑specific product bundles and shows
- Flexible rights cycles where justified
Examples of executed deals and regional outcomes
This part situates the examples inside the broader revenue story and connects them to content and reach objectives. Several new and extended agreements across regions delivered both reach and meaningful revenue.
Agreement highlights included partners such as BeIN Sports, Abema, Sony Pictures Networks, and DAZN, each chosen to match local viewing habits. According to GlobalData Sport, this contributed to a notably stronger rights intake over the latest cycle.
Region
Broadcaster
Rights cycle
Asia‑Pacific
BeIN Sports
2023–24 to 2025–26
Japan
Abema
2023–24 to 2025–26
India
Sony Pictures Networks
2023–24 to 2025–26
Canada
DAZN
2023–24 to 2025–26
Content, digital platforms, and fan engagement strategies
Following the market and revenue adjustments, the league invested in non‑live content to grow awareness and fan attachment. This approach emphasises owned content, partnerships with digital publishers, and dedicated programming such as the Goal Arena concept.
According to GlobalData Sport, the Goal Arena format has been adopted by several partners, improving match‑day engagement and creating new sponsorship inventory. This model highlights a scalable way to serve broadcasters such as ESPN and Sky Sports with added value.
Digital channels:
- Top‑of‑funnel content with local partners
- Clip packages and highlight shows for social reach
- Data‑driven features to boost engagement
Partnerships with digital platforms and content publishers
This subheading explains why the league partnered with regional publishers and platforms to scale awareness efficiently. Content partners like Minute Media, OneFootball, and local channels helped reach specific demographics.
In Brazil, the mix of linear, pay‑TV, and digital partners increased both reach and monetisation, with local YouTube channels augmenting presence. That multi‑platform strategy allowed Bundesliga International to stay consistently visible among local audiences.
Partner examples:
- OneFootball for global mobile audiences
- Local YouTube channels for youth engagement
- Minute Media for US editorial integration
« I saw more localized storytelling and a clearer plan to speak to our fans »
Markus N.
Data, AI, and match‑day enhancements
Connecting content to data products created a differentiated viewing experience and new monetisation avenues for partners. Projects with technology partners produced live match stats and narrative layers that broadcasters could integrate.
Amazon Prime Video, AWS, and analytics providers helped deliver features such as real‑time match facts and machine‑assisted highlights. According to dfl.de, these tools supported creative sponsor activations and improved viewer time spent.
Engagement levers:
- Real‑time match statistics powered by AI
- Short‑form highlights for social distribution
- Localized storytelling for diverse audiences
Club involvement, commercial partnerships, and cultural diplomacy
As the league scales, a collective club effort became essential to amplify the brand in international markets. Executing pre‑season tours, joint initiatives, and shared market plans allows clubs like Bayern Munich, Borussia Dortmund, and RB Leipzig to extend the league’s footprint.
According to SVG Europe, the Bundesliga is examining mini‑tournament concepts and coordinated pre‑season activity to offer stronger commercial packages. That approach aims to emulate certain elements of the Premier League model, adapted to Bundesliga strengths.
Club incentives:
- Shared international schedules to maximise visibility
- Collective marketing programs across territories
- Incentives for clubs to engage in joint tours
Commercial partners such as Audi and Adidas were identified for collaborative activations that go beyond logo placement. The league seeks partners who co‑create experiences, similar to the AWS collaboration mentioned earlier.
« I helped design a stadium activation that aligned with the league plan and local sponsors »
Liam N.
Fan diplomacy and cultural programming complement commercial aims by reinforcing Germany’s soft power through football. This dual approach uses sport to foster cultural exchange, civic engagement, and long‑term goodwill abroad.
Club action now feeds into broader league goals and sets the stage for further commercial negotiations, which will be covered in the next passages with focus on partner quality and activation.
« The partnership model gave our club new commercial pathways and a clearer global plan »
Sophia N.
Partner selection:
- Limited partner roster with deep activation potential
- Preference for global brands with local reach
- Longer term deals to stabilise revenue streams
Source : GlobalData Sport, « Interview with Peer Naubert », GlobalData Sport, 2023 ; DFL, « Bundesliga presents global growth strategy », dfl.de, 2022 ; SVG Europe, « Bundesliga outlines global growth strategy », SVG Europe, 2022.
