Bundesliga International delivers a new viewing experience around Klassiker for Vietnamese fans
4 December 2024 – The Bundesliga broke new ground in Vietnam on Saturday night as leading Vietnamese streamer Cris Devil Gamer broadcast Der Klassiker live via his YouTube channel to fans throughout the country, as the league continues to create new opportunities for football fans to enjoy German football.
It was the first time that a Bundesliga match has been live streamed via a content creator’s channel in Asia, marking another key milestone for Bundesliga International, as it continues to adapt to the ever-changing media landscape and find new ways to reach the younger demographic.
“With 20.4 million people aged 10-24, and accounting for 21% of the population, Vietnam’s is one of the fastest growing countries in Asia.”
Peer Naubert, Bundesliga International Chief Marketing Officer
Cris Devil Gamer is one of the most popular creators in Vietnam, boasting a social media following of more than 14 million people. On Saturday, his Klassiker special YouTube stream included interviews with some of the biggest names in German football, including Bundesliga Legend Lothar Matthäus, FC Bayern München Legend Roy Makaay and Borussia Dortmund Legend Paul Lambert. During the game, Cris Devil Gamer’s high energy kept fans engaged and, as part of the live-stream, fans that tuned in had the opportunity to win Bundesliga merchandise, as well as gift codes for the newly launched “Bundesliga Season Pass”.
Following the broadcast, Cris Devil Gamer said: “Streaming Der Klassiker live to my fans, alongside my friends Tuyen Van Hoa and Cam Bong Da, was an incredible experience and a proud moment for me as a creator. Bringing the excitement of the Bundesliga to Vietnam in such a unique way shows how football can connect people across borders and generations. I’m thrilled to have been part of this groundbreaking moment and can’t wait to explore more opportunities with the Bundesliga to engage fans in new and innovative ways.”
Working closely with broadcaster VTVCab, with which Bundesliga International has agreed a one-year non-exclusive deal for the 2024-25 season, every match is available to subscribers through live and Over-The-Top (OTT) broadcasts. The successful test case with Cris Devil Gamer also opens the door for further digital and streaming opportunities and replicates other key markets for Bundesliga International, such as Brazil, where the league is broadcast across seven different platforms that include TikTok and record-breaking YouTube and Twitch channel CazéTV.
Bundesliga International Chief Marketing Officer Peer Naubert said: “The Bundesliga is committed to reaching new and existing fans through a unique and varied broadcaster model. This fan-first pilot was a great success and as a league we are excited to be pioneering new options to reach fans of all ages across the region – creating and packaging content in ways that they want to watch.
“With 20.4 million people aged 10-24, and accounting for 21% of the population, Vietnam’s is one of the fastest growing countries in Asia. It was particularly pleasing to see that over half the audience from the weekend’s stream were in this age category, and we are looking forward to creating more of these unique opportunities as the season continues.”
Cris Devil Gamer has been involved in a number of Bundesliga initiatives since 2022, including most recently the Virtual Bundesliga International Series, in which is accompanied the Vietnamese regional winner to Germany. He will also be back in Germany in the year, to visit more Bundesliga matches in 2025.