Bundesliga International partner with O4X with plans to bring “Bundesliga Oktoberfest” to Asia

Photo: DFL/Getty Images/Oliver Hardt
  • Bundesliga International signs a strategic collaboration agreement with brand and IP builders O4X
  • Multiyear partnership focuses on bringing the first football-led Oktoberfest celebrations to Asia
  • The agreement and festival focus on harnessing and consolidating Asia’s love for dining and football

31 July 2023 – Bundesliga International has entered into a pan-Asia strategic collaboration agreement with O4X, the experiential arm of The O4 Company, which specialises in brand and events IP build. The agreement will bring to life a new Bundesliga initiative for football fans in the region – the world’s first-ever “Bundesliga Oktoberfest” – celebrating the best of German culture that is renowned around the world.

From appearances from Bundesliga Legends to small-sided games and football challenges, “Bundesliga Oktoberfest” will be the first football-led Oktoberfest of its kind in Asia, bringing together live Bundesliga viewing parties alongside the best in German food and drink, music and clothing to create an authentic Oktoberfest feel.

O4X is the architect behind events such as “Sneaker Con SEA” and “GastroBeats”, which successfully brought together respective local communities, forging connections between communities, fostering collaborations, and creating unforgettable experiences and lasting impressions on all who attended.

Peer Naubert, Bundesliga International Chief Marketing Officer, said: “The Bundesliga is renowned for its unique fan culture; a passion that is passed on from generation to generation and that is embraced by all ages across the globe. Throughout Asia Pacific, hundreds of millions watch matches regularly each season, and our goal for Bundesliga Oktoberfest is to combine two of Germany’s best loved cultural traditions, bringing an authentic German experience closer to our ever-growing fanbase throughout Asia.”

Michele Lee, Managing Director of O4X, said: “The partnership between O4X and Bundesliga for the groundbreaking Bundesliga Oktoberfest exemplifies the perfect synergy between a world class brand in Bundesliga, and O4X’s commitment to and expertise in building communities around event IPs. With O4X’s experience in the worlds of events, media and content, entertainment, and sponsorship, and Bundesliga’s international mindshare, I am confident that this collaboration will bring an unprecedented football experience to fans in Asia.

The continent’s first-ever football-led Oktoberfest will merge live Bundesliga viewing parties, football activations for all ages, and German culture infused with a touch of Singapore, creating an immersive celebration of the beautiful game together with Singaporean’s favorite pastime – food. Together, O4X and Bundesliga will redefine the boundaries of fan engagement and create a lasting impact on the region’s football community.”

The Bundesliga was the first European league to set up an office in Singapore in 2012, which last season celebrated its 10th anniversary. On the pitch, the Bundesliga is considered the home of Asian players in Europe, with more players coming to Germany in the last 20 years than the other top four European leagues combined, producing many local heroes, such as Japan’s Makoto Hasebe and South Korea’s Jae-sung Lee.