Bundesliga International and Sony Pictures Networks India extend partnership with three-year exclusive media rights deal in India and the subcontinent

Photo: DFL/Getty Images/Simon Hofmann
  • Sony Pictures Networks India remains the official Bundesliga broadcast partner in India and the subcontinent.
  • All Bundesliga matches will be aired via the broadcaster’s linear sports channels, and their on-demand OTT platform, SonyLIV.

3 August 2023 – Bundesliga International has agreed to a three-year deal with Sony Pictures Networks India (SPN) for the exclusive media rights to broadcast Bundesliga matches in India and the subcontinent, which includes Bangladesh, Bhutan, Nepal, Pakistan, Sri Lanka, Afghanistan, and the Maldives. Indian football fans can continue to catch live action from the Bundesliga on Sony Sports Network and their on-demand OTT platform, SonyLIV.

The deal, which runs until the end of the 2025-26 season, ensures that SPN remains the premier destination for Bundesliga fans to watch their favourite Bundesliga clubs like Bayern Munich, Borussia Dortmund, RB Leipzig, and more: top players like Marco Reus, Manuel Neuer, Mario Götze, along with emerging superstars like Jamal Musiala, Alphonso Davies and Florian Wirtz. To further engage football fans in India, Bundesliga is also launching “Goal Arena – the Bundesliga Konferenz”, a special feed that will, for the first time, enable viewers to watch the best action from the five matches taking place simultaneously on a Saturday evening.

Peer Naubert, Bundesliga International Chief Marketing Officer, said: “Building long-term relationships with market leaders like Sony is key to our strategy as we seek to cement our position as the fastest growing league. The success of this model is clear when we see that our live audience numbers have doubled in the last two seasons, and ensuring our fans feel connected, no matter where they are in the world, is extremely important to us.

“The Bundesliga is often considered the home of Asian talent, having fielded more Asian players in the last 20 years than the other top four European leagues combined. We value this position and, working alongside Sony, hope to inspire the next generation of Indian football talent.”

Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business SPN, said: “We are pleased to extend our partnership with Bundesliga International for three more years. We have seen significant growth in viewership since we started broadcasting the Bundesliga on our network. The stature of the league, the legacy of the clubs and the players, and the favourable broadcast timing in conjunction with our marketing and programming efforts will further help grow the following of Bundesliga in India.”

As part of its ongoing commitment to strengthening and developing football talent in India, the DFL Deutsche Fußball Liga and Bundesliga clubs have already established a number of partnerships in the region. In September 2022, the DFL signed a Memorandum of Understanding with the Indian Super League (ISL), and a number of clubs have worked closely with ISL clubs, including Borussia Dortmund and RB Leipzig. In May 2023, Bundesliga International collaborated with the All-India Football Federation (AIFF) and the DFB to host the India U-17 national team for a 15-day training camp in Germany, where the team trained and played friendly matches against youth teams from FC Augsburg and VfB Stuttgart.