Bundesliga International and Infront collaborate to secure media rights deals in nine Eastern European territories
- Media rights agreements covering Bundesliga and Bundesliga 2 to begin from the start of the 2025-26 season, running until the conclusion of the 2028-29 campaign
- Deals closed with both established, long-term partners and new broadcasters
- The new collaboration between Bundesliga International and Infront delivers increased value across the markets
26 March 2025 – The Bundesliga has further strengthened its position internationally after Bundesliga International, together with its partner Infront, struck new broadcast deals in nine Eastern European countries from the 2025-26 season onwards.
Bundesliga International appointed Infront in May 2024 to manage media rights sales for the Bundesliga and Bundesliga 2 in several markets. Since then, the two organisations have reached agreements with broadcasters across Eastern Europe, with packages covering all 612 games per season of the Bundesliga, Bundesliga 2, as well as the four relegation playoff matches between the two divisions, and the Franz Beckenbauer Supercup.
The broadcast agreements begin ahead of the 2025-26 season and will run until the conclusion of the 2028-29 campaign.
Infront has been working with Bundesliga International to implement tailor-made strategies for each of the respective territories, including a dedicated marketing roll-out to support live broadcasts:
- Lithuania – Setanta
- Latvia – Setanta
- Estonia – Setanta
- Albania – Tring
- Kosovo – Tring (exclusive for Albanian language only)
- Czech Republic – Nova Sport
- Slovakia – Nova Sport
- Romania – Digi
- Russia – Okko
Bundesliga International Managing Director and Chief Marketing Officer Peer Naubert said: “The Bundesliga remains one of the most popular leagues in the world, and that is reflected in the strength of our media rights sales. Working alongside Infront, we have secured a number of new broadcasters, while in some cases building on long-standing agreements with established market leaders. Across Eastern Europe, there is a long history with German football, and the importance of those traditions continue today as we work together to tell the stories of the Bundesliga each week.
“Our partnership with Infront is one founded on shared expertise and mutual trust, and we now look forward to delivering world class content for the fans across these territories, for the next four years and beyond.”
The Bundesliga remains one of the most popular leagues in the world, and that is reflected in the strength of our media rights sales.
Peer Naubert, Managing Director and Chief Marketing Officer Bundesliga International
Amikam Kranz, Senior Vice President Media, Betting and Technology, Infront, said: “Our collaboration with the DFL began only a short time ago, so these broadcast agreements are a testament to the value and trust this collaboration has created in a short space of time. German club football continues to attract audiences globally and these agreements are an indicator that, despite a challenging and competitive market, we have the right network to transform that popularity and deliver broadcast revenue for rightsholders.”
Since the start of the attack on Ukraine, the DFL has donated its proceeds from Russia for humanitarian aid and will continue this practice for the duration of the war, as was decided by the DFL Executive Committee.
The Bundesliga and Bundesliga 2 are two of the most popular leagues in the world, entertaining millions of fans each matchday, consistently delivering more goals and chances from open play than any of the other top five major leagues. Off the pitch, the Bundesliga is the best attended football league in the world, with an average of 38,000 fans attending each week, ensuring unrivalled atmospheres across Germany. Internationally, fan membership of German clubs continues to rise, with FC Bayern München recently passing 400,000 registered members, cementing their position as the biggest member-led sports club in the world.